Background

Coca-Cola Philippines had just launched Viva, its first bottle made of 100% recycled material. This is part of the company’s sustainability efforts to realise their vision of a World Without Waste. We were tasked to create a short film that would communicate not only the launch of the Viva! bottle, but also Coca-Cola’s past innovations in plastic recycling. The budget allocated for this spot was limited, less than 5000 USD. With this money, we were able to accomplish everything from illustration, to animation, to voice recording and sound design.

Describe the creative idea (40% of vote)

The Viva! bottle marks a huge step in further embedding sustainability into Coca-Cola's product offer. To communicate this effectively, we had to keep in mind the public's general skepticism against Coca-Cola. The brand has come under heavy scrutiny in recent years for its packaging problems, and we could not afford to be tone deaf. By tapping into concepts such as rebirth and transformations, backed by Coca-Cola's past recycling efforts—we engage the imagination of viewers and tell them that a World Without Waste is possible, as long as we keep coming up with real solutions like the Viva! bottle. This messaging is also in line with Coca-Cola's brand voice, which is aspirational and uplifting.

Describe the execution (40% of vote)

To fully express into the wonders of recycled plastic, we went with animation. Not only is this execution much more eye-catching and approachable, it takes viewers into a fantastical world where we can showcase the magical transformations of plastic at Coca-Cola. The art style of the spot is also unmistakably Coca-Cola. Even the people featured are drawn to look like talents in a Coca-Cola ad: modern, young, global.

List the results (20% of vote)

Within 2 week of the online launch (1 August 2019): - 3,000,000+ views - 22,000+ reactions - 900+ shares - Overwhelming request from Coca-Cola partners for video to be shown at their facilities.