Ogilvy Paris + Singapore combine on Coca-Cola to show that happiness doubles when you share
For years, Coke has encouraged people to share happiness – and has given them lots of surprising ways to share a Coke. But there was one thing they couldn’t share – The can. So Coke asked themselves “What if they could?”
With that same sentiment Ogilvy & Mather Singapore and Ogilvy & Mather France galvanized resources and shared thinking to make sharing a can of Coca-Cola possible. Take Coca-Cola Classic’s one person can and design it for two. Twist, turn and share – the Coca-Cola can itself.
Happiness struck in Singapore in March and is part of The Coca Cola Company’s ongoing initiative to spread unexpected happiness around the world.
Leonardo O’Grady, IMC Director Coca-Cola ASEAN, The Coca-Cola Company: “Half for you and half for someone you love. The Coca-Cola Sharing Can is at the heart of the brand’s optimistic and social spirit heritage over the past 170 years and delivers yet another unexpected moment of connection and happiness.”
Credits:
Agency: Ogilvy & Mather Paris & Ogilvy & Mather Singapore
Title: Sharing Can
Brand: Coca Cola
Chief Creative Officer , Ogilvy & Mather France: Chris Garbutt
Chief Creative Officer, Ogilvy & Mather Asia Pacific: Eugene Cheong
Creative Director: Frederic Levron / Yvan Hiot / David Raichman
Copywriter: Baptiste Clinet / Nicolas Lautier / Florian Bodet / Martin
Olivier/ XiaoAn Cheng
Art Director : Baptiste Clinet / Nicolas Lautier / Florian Bodet / Martin
Olivier / Nicolas
Gagner / Erdenechimeg Erden
Illustrator : Robyn Makynson
Producer : James Brook Partridge/ Laure Bayle / Aurélie Appert /
Director : Giovanni Fantoni Modena
Assistant Director : Sibilla Morgantini
Producer : Lorenzo Hassan
DOP : Claude O’Steen
Assistant Camera : Abhilash Chandrasekaran
Account Management: Philip Heimann / Louise Kuegler / Tonya Fossey /
JiaMei Tay/ Anne-Sophie Carbo / Franēois Phan / Laurianne Maury /
Planner : Hadi Zabad / Mark Sinnock
Designer : Martin Olivier / Olivier Brechon
Technical Partner : Capital Innovation
Clients :
John Hackett, Group Director-Marketing & Commercial Leadership, The Pacific Group, The Coca-Cola Company
Leonardo O’Grady, IMC Director Coca-Cola ASEAN, The Coca-Cola Company
Andrew Jeffrey, Regional Marketing Director, Singapore, Malaysia, Brunei, The Coca-Cola Company
Anubha Sahasrabuddhe, Marketing Director, Philippines, The Coca-Cola Company
Lindene Cleary, Brand Manager, Singapore, The Coca-Cola Company
June Kong, Public Affairs and Communications Director, Singapore, The Coca-Cola Company
8 Comments
Coke collectors will just dig this.
Not sure about Coke.
Half the size. Half the sales.
But for Ogilvy Paris & Sg, it’s pure genius.
Twice the credits. Twice the awards points!
Nice thought, but a little forced. Honestly, all you need are two cups. Done.
It took 6 writers/art directors, 2 CCOs and 3 creative directors to do this?
Media reports that the can was released in “a small scale trial to gauge consumer reaction” and there is no information yet as to when and where the can is going to be “commercially available”. Judging by the sheer “spontaneity” of the reactions in the submission – sorry, case study – video, I’m not holding my breath. Or a Coke either.
Are you suggesting that video case studies are doctored?
I’m shocked!
where can i get this?
So it looks like an all French Credit. How is this entry valid through a Singapore agency. Wait, they had the coke client. Insiders say this was all French. Constructively speaking, is this really what it looks like? Or is it just in time for Cannes?
Great idea. I don’t care if it came out of Paris or Singapore.