46664/Coca-Cola - "Coke ptsshhhh"

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DAVID Miami, Estados Unidos

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17927

Marca: 46664/Coca-Cola
País: Estados Unidos

Anunciante: Coca-Cola Company

Título	Coke ptsshhhh
Agencia	DAVID
Campaña	Coca-Cola Messes With Your Head With Visual Campaign
Anunciante	Coca-Cola Company
Marca	46664/Coca-Cola
Fecha de primera difusión/publicación	2019 / 4
Sector Empresarial	Bebidas gaseosas
Lema	Try not to hear this
Sinopsis	Can an image make a sound without actually making a sound? The Coca-Cola Company®, via its Central & Eastern Europe Business Unit, leveraged its rich history of sensorial advertising to launch a unique campaign that invites viewers to “hear” the image of an ad in their heads. The series of photographs show macro imagery of classic Coca-Cola® moments: the “fizzing” of the bubbles, the uncapping of a bottle, and the opening of a can. The headline then reads “TRY NOT TO HEAR THIS”, challenging viewers to avoid playing the sounds in their heads, but at the same time taunting them to do so. After all, it’s human nature to seek the forbidden. Or, is it something deeper working in people’s heads? This effect is called synesthesia. It’s when two different senses cross in our brains, producing the impression people are hearing one thing even though they’re stimulated via another sense, their vision. The Coca-Cola® campaign uses its instantly recognizable product and iconic rituals to trick the brain into automatically associating an image with a specific sound, filling in the silence with the expected sound. It’s in essence an auditory illusion.
Medio	Prensa y publicaciones
Director ejecutivo de creación	Ricardo Casal
Director ejecutivo de creación	Juan Javier Peña Plaza
Global COO /managing Director	Paulo Fogaça
Director creativo adjunto	Jean Zamprogno
Director creativo adjunto	Fernando Pellizzaro
Director artístico	Andy Tamayo
Responsable de conceptos / redactor	Alex Allen
Creative Coordinator	Cristina Cornejo Ayala
Head of Global Production	Veronica Beach
Productor	Renata Neumann
Productor	Ricardo Ceballos
Director of Strategy	Jon Carlaw
senior Brand Planner	Matias Candia
Head of Account Management	Carmen Rodriguez
Director de cuentas	Stefane Rosa
Jefe de cuentas	Jenny Gobel
Ejecutivo de cuentas	Nneoma Chukwueke
CEE IMC Director	Dmitry Muzychenko
CEE Creative and Content Excellence Director	Sergey Sverzhinskiy
CEE Content Lead	Camilla Zanaria
CEE Content Lead	Laura Legrenzi
Portfolio & Growth Marketing Director	Romain Mallard
Sparkling Category Director	Dimitris Xinotroulias
TM Director	Milica Vulicevic Basorovic