| Title | PATH TO PEACE |
| Brand | COCA-COLA |
| Product / Service | COCA-COLA |
| Entrant | OGILVY VIETNAM Ho Chi Minh City, VIETNAM |
| Idea Creation | OGILVY VIETNAM Ho Chi Minh City, VIETNAM |
| Production | OGILVY VIETNAM Ho Chi Minh City, VIETNAM |
| Name | Company | Position |
|---|---|---|
| Martin Sutcliffe | Ogilvy & Mather Vietnam | Associate Creative Director |
| HoangSa Nguyen | Ogilvy & Mather Vietnam | Head of Design |
| Kevin Beltran | Ogilvy & Mather Vietnam | Senior Art Director |
| Phuong Anh Le | Ogilvy & Mather Vietnam | Senior Designer |
| Sabine Promberger | Ogilvy & Mather Vietnam | Designer |
| TatGiang Nguyen | Ogilvy & Mather Vietnam | Illustrator |
| VuHai Tu | Ogilvy & Mather Vietnam | Motion Graphic Artist |
| Alisha Robinson | Ogilvy & Mather Vietnam | Director of Project Management |
| Patrick Almaguer | Ogilvy & Mather Vietnam | Executive Creative Director |
| Tien Bac | Ogilvy & Mather Vietnam | Executive Creative Director |
| Ajab Samrai | Ogilvy ASEAN | ASEAN Chief Creative Officer |
| Giri Jadhav | Ogilvy ASEAN | Vice President, Asia |
Coca-Cola’s global message has always been about bringing people together and this was the perfect opportunity to highlight it for our Target audience of 13 to 39 year olds. We used Coca-Cola’s iconic ribbon as a path for peace for the Trump and Kim to follow and meet peacefully in the middle. When they met in the path for peace they shake hands and make a silhouette of the Coca-Cola bottle. Helping Coca-Cola champion bringing people together once again. Even for the most unexpected ones.
Coca-Cola’s iconic color is red with simple white silhouette from the Logo to the iconic white ribbon. We used Coca-Cola’s iconic ribbon as a path for peace for the Trump and Kim to follow and meet peacefully in the middle. When they met in the path for peace they shake hands and make a silhouette of the Coca-Cola bottle to reinforce that Coca-Cola brings people together.
The campaign reached 250+ million people in one week, engagement Rate was 6 times higher than average and 98% positivity on social media. All while reinforced Coca-Cola’s brand message of bringing people together in a peaceful and positive way.
Coca-Cola’s global message has always been about bringing people together and this was the perfect opportunity to highlight it. To accomplish this we needed one simple and powerful visual that could work effortlessly on multiple medias from Print,Video,Out of Home,Social Media.Path to peace started in the Singapore airport on a baggage claim ad catching international travelers coming in on the day of the Peace Summit.Then the path continued to print and social media across South East Asia where it was shared globally around the world.With all the pieces working together to have a reach of 250+ million in one week.
Coca-Cola’s global message has always been about bringing people together and this was the perfect opportunity to highlight it for our Target audience of 13 to 39 year olds. Our target uses social media and mobile to get updated which is why we used mobile ads on Instagram. We also targeted international travels landing in Singapore Airport the day of the Peace Summit with a baggage claim ad. Our approach was to be relevant and push our global message of bringing people together during a monumental moment in history.