Coke's 'Great Happyfication' 6 minute blockbuster premieres to over 34m fans via W+K Amsterdam

Screen shot 2011-09-17 at 10.29.53 AM.jpgThe latest installment of Coca-Coal's worldwide Happiness Factory series, 'The Great Happyfication' - created by Wieden + Kennedy Amsterdam - is an all-singing, all-dancing six-minute animation that distills the secrets of happiness.

Created by the people who brought you the Happiness Factory, agency Wieden+Kennedy Amsterdam, animation and design studio Psyop and music company Human, the Great Happyfication is set across the epic landscapes of said Factory. Viewers are guided through the film by narrator Pete, a wham-bam-magic-man, and Wendy, the most enthusiastic cheerleader you will ever meet, meeting a glamorous trio of penguins, kissy puppies and a mortar man along the way.

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Screen shot 2011-09-17 at 10.29.44 AM.jpgSays Mark Bernath, joint executive creative director at Wieden+Kennedy Amsterdam: "Coke doesn't want to keep all of its formulas a secret. In fact, when it comes to how to be happy, the brand is more than ready to sing from the rooftops about it. We created The Great Happyfication as a musical celebration of the tenets of happiness, and we hope people feel good just from watching it."

Launched at the World of Coca-Cola attraction in Atlanta in June, the Great Happyfication premiered on the global stage on Facebook via YouTube a few hours ago to over 34 million of Coca-Cola's Facebook fans, and will be supported by seeding and social media.

Screen shot 2011-09-17 at 11.42.15 AM.jpg"The brief was huge. We wanted to make the happiest 6 and a half minutes in film. No half measures.  We also wanted to get the world singing the Coca-Cola 5 notes", says Jonathan Mildenhall, VP Global Advertising Strategy & Content Excellence of Coca-Cola.

"I am absolutely delighted with the work from W&K, Psyop and Human. This is a partnership that has steered the direction of Happiness Factory for the last 6 years. In truth the work just keeps on getting better and better. Rather like drinking a bottle of ice cold Coke, you just never want it to end."

AGENCY: WIEDEN+KENNEDY AMSTERDAM
Executive Creative Directors: Eric Quennoy, Mark Bernath
Creative Directors: Eric Quennoy, Mark Bernath
Art Director: Mathew Jerrett
Copywriter: Sean Vij
Broadcast Director: Erik Verheijen         
Agency Producers: Olivier Klonhammer 
Planner: Amanda Feve     
Group Account Director: Andrew Kay
Account Director: Philip Jacobson          
Account Manager: Ilkay Dibekoglu         
Project Manager: Kate Blumer          
Business Affairs: Karen Crossley
                    
PRODUCTION COMPANY: PSYOP / SMUGGLER       
Director: Psyop
Psyop Creative Directors: Todd Mueller, Kylie Matulick.
Executive Producer: Neysa Horsburgh
Producer: Amanda Miller
Assistant Producer: Chase Masterson
Animation Lead: Dan Vislocky
3D Lead: Kyle Cassidy
Compositing Leads: Danny Koenig, Jason Conradt
Editor: Brett Nicolletti

SOUND DESIGN COMPANY: HENRY BOY
Sound Designer: Bill Chesley
Executive producer: Kate Gibson
   
AUDIO POST: GRAND CENTRAL SOUND STUDIOS
Sound Designer/Mixer: Raja Sehgal

MUSIC COMPANY: HUMAN
Composers:  Edmond Dunne, Timothy Moore, Andrew Bloch, Morgan Visconti

10 Comments

Pepsi said:

What an expensive load of twaddle.

Richard Denham said:

A brilliant job team.

macca said:

Ah I see a cartoon aimed to appeal to drinkers with baby teeth, or people who have to much time to watch facebook videos.

Also at Cannes the coke guy got a massive round of applause but was I the only one to think he was speaking utter marketing shit?

The last line is priceless "In truth the work just keeps on getting better and better. Rather like drinking a bottle of ice cold Coke, you just never want it to end." W+K will be thinking that, getting cheques to make gimmicky shit, and I actually feel you want a bottle of coke to end when you feel the suger build up on your teeth.

Maybe a joint animation with colgate would be more gripping.

HmmmM said:

Fuck that's nicely crafted but what an absolute fail of an ad. Boring as bat shit

Choice of a new generation. said:

Annoying like heck.
Stopped half way because my teenager thought the same.
All craft. No idea. Like a Dreamworks movie.
I am switching back to pepsi - seriously!

Bah! said:

This takes the love of Coke into some really dull territory. All these boring, cliched pre-cooked characters show you how they religiously worship happiness through a thinly veiled corporate devotion to Coke.

But maybe it got better by the end. I couldn't bare to watch the whole thing.

Beige said:

It didn't get any better at the end.

ad guy said:

kids will like it. I couldn't watch it all.

Andrew said:

Beautifully crafted. Well done Kylie.

The Brown Hornet said:

The original 2 animated spots were amazing. This is just trying cash in with little effort and the song is truly terrible. Keep it simple, this tries too hard.

On a side note, I wish someone would bring back the original Fat Albert and The Cosby kids as that was a cool animation.

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