Coca-Cola has launched its global brand campaign “Masterpiece” into the Australian market. Developed by London strategy and creative consultancy Blitzworks, the film encourages Gen Z audiences to dial into their passions, take a break and enjoy the magic of the moment.
“Masterpiece” is the latest expression of the “Real Magic” brand platform and celebrates how Coca-Cola provides uplifting refreshment in moments that matter. The campaign’s creative centrepiece is a short film set in an art museum, where students are sketching select paintings on display. As one student appears uninspired and experiencing an afternoon slump, an arm from a painting reaches across the gallery to grab the Coke bottle from Warhol’s pop-art masterpiece. A clever use of animation and AI sees famous artworks including Edvard Much’s ‘Scream’ and J.M.W. Turner’s 1805 painting ‘The Shipwreck’ come to life to help deliver the bottle of Coca-Cola Zero Sugar to the student, giving him an instant hit of refreshment.
Says Kate Miller, marketing director at Coca-Cola Australia: “It’s no secret that Gen Z is a busy audience. They’re passionate and always on the go, and focused on making the most of every day, but this fast-paced lifestyle can lead to burnout. We hope this creative campaign inspires people to take a break, refresh and lift their mood with an ice-cold Coca-Cola.”
The campaign will roll out across an extensive range of media, including OOH, social channels such as Snapchat, Meta, and YouTube, as well as BVOD channels Ch 7, Ch 9, Foxtel, SBS, Ch 10 and Twitch.
Creative Agency: Blitzworks
Joint Global Chief Creative Officer: Ajab Samrai
Global Ceo: Marcus Brown
Global Chief Commercial Officer: Michael Faust
Project Manager: Bryan Obonyo
VFX: Electric Theatre Collective
Colourist: Luke Morrison
2D Design & Animation: Electric Studios
Agency: Heads Up Production
Production Company: Academy Films
Director: Henry Scholfield
EP: Simon Cooper
Producer: Ash Lockmun
DOP: Ben Todd
Editor: Ellie Johnson
Sound: Yessian Music