Coca-Cola launches new global campaign 'Roll Out Happiness' via Wieden+Kennedy Amsterdam

Coca-Cola 2.jpgCoca-Cola today launches Roll Out Happiness, the latest global installment in the brand's 'Where Will Happiness Strike Next?' series via agency Wieden+Kennedy Amsterdam.

Striving to make our cities and lives a little less gray, the film shows what happened when Coca-Coca rolled out a lush, green park and opened happiness in an unexpected location.

VIEW THE SPOT
Gray, grau, gri, グレー, šedá - whichever way you say it, the dullness of gray is an all too present fixture for those of us who live in concrete heavy urban cities. To bring people together and help them cast aside their worries to enjoy the moment, Coca-Cola made one spot a little less gray by transforming a drab city square with a pop-up park.  

Created with ad agency Wieden+Kennedy Amsterdam, the Roll Out Happiness film depicts the grass being physically rolled out by Coca-Cola's customized grass-laying vehicle, with surprised passersby looking on as the park takes shape. Bringing people from all walks of life together (and even their dogs) are trees brimming with fun equipment to play with and two special vending machines. With nothing but the instructions to "Take Off Your Shoes To Open Happiness" - the vending machines rewarded those who did with not only the feeling of fresh grass underfoot, but a refreshing bottle of Coca-Cola.

Says Christy Amador, Coca-Cola global digital brand strategist: "This is one of my favorite 'Where Will Happiness Strike Next?' executions.  The concept is so simple, yet uplifting - It perfectly demonstrates our strategy - and you can't help but smile as you watch it!"

COCA-COLA           
Global Group Content Director: Guy Duncan
Global Digital Brand Strategist: Christy Amador
 
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director: Mark Bernath, Eric Quennoy
Creative Directors: Edu Pou
Art Director: Max Gebhardt
Copywriter: Max Arlestig
Head of Production: Erik Verheijen
Agency Producers: Judd Caraway, Lars Fabery
Group Account Director: Kirk Johnsen
Account Manager: Alex Allcott
Business Affairs: Emilie Douque
 
FILM PRODUCTION
PRODUCTION COMPANY: BRENNINKMEIJER & ISAACS- AMSTERDAM
Director of Photography: Clemens Baumeister
Executive Producer: Jelani Isaacs @ B&I
Producer: David Leite @ B&I
Production Designer: Martin Krejzlik
Line Producer: Gerda Serbentaite @ Grandma Films
EDITING COMPANY: THE GENTLEMEN'S CLUB- AMSTERDAM
Editor: Benjamin Putland
 
AUDIO POST: AUDENTITY MUSIC AND SOUND- AMSTERDAM
Sound Designer/Mixer: Niels den Otter
Music: Niels den Otter
 
POST PRODUCTION: DARLINGS POST- AMSTERDAM
Exec Producer/Post Producer: Sander Brenninkmeijer @ B&I
Compositing & Finalizing: Darlings Post under supervision of Robert Okker
Color Grading: Robert Thomas @ Darlings Post

9 Comments

samdaman said:

Well that was pretty lame. You could probably measure the reach outside of the astroturf in centimetres. On the plus side, great to see the Skittles rabbit making an appearance.

Yuri Gagarin said:

Is this any less naff because it was made by W+K?

It's cool when they do it? said:

Wasn't this exact same thing done recently in Martin Place by a bank or some such?

Zzzzzzzzz said:

Surely there must be a new award category for:

Find a large public space - start to build/do something in the middle of the space - watch more and more people become more and more intrigued as whatever it is gets bigger/closer to completion - slow move out to reveal monstrous brand asset - super logo.

What does it really say? said:

Anyone would gladly sit on any patch of grass in a concrete jungle.
Even if is was laid out as a coffin.
I still can't see the relation of astro turf and instant trees as demonstration of Coke's intrinsic appeal since it was given away.
It seems that Coke is now reduced to finding the most imaginative ways to 'give their stuff away'.
It doesn't prove anything more than they got more marketing money than marketing smarts.
No wonder they fell off the pole position in Interbrands global brand rankings.

Will said:

I think you guys are missing the point. This is the future of unstructured, non-linear adverting and exactly what we are doing up here in Brisbane with our clients.

Get with the program dudes.

Sam said:

It's like a cheap 1998 Coke ad! WK is an amazing shop, and even teh brand has been doing some cool stuff in the last years. What happened here??

Zzzzzzzzz said:

Surely there must be a new award category for:

Find a large public space - start to build/do something in the middle of the space - watch more and more people become more and more intrigued as whatever it is gets bigger/closer to completion - slow move out to reveal monstrous brand asset - super logo.

Did they leave the plastic bottles lying around? said:

It would have been more honest if Coke was seen happily ignoring any recycle options and in fact doing everything they could to stop any one trying to do so.
Come on guys dont help try and connect Coke to nature when they're doing their best to destroy it.

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