The resulting campaign consists of a charming TV/cinema spot, Happiness Factory, which takes the audience inside a Coke vending machine into a world of spectacular landscapes and super-cute characters, all of whom help prepare the perfect bottle of Coke (which includes sacrificing some unfortunate snowmen to make sure it is suitably chilled). Alongside this, Wieden + Kennedy also released a series of short animated virals through banner ads, YouTube and other websites, in a bid to reach a teenage audience.
“It used to be just the Pepsi v Coke war but now there’s hundreds of brands coming at them, we have to find a way of making it relevant to them,” continue Condos and Hindman. This will be a continued strategy in the campaign, and the agency expects to explore other media avenues, including mobile phones, in the future.
Creative directors: Rick Condos and Hunter Hindman, with Antony Goldstein and Andy Walker on the Bubbles viral. Production companies: Psyop: Happiness Factory (with Hungry Man London), Doggy viral, Mr Happy & The Cloud viral; Transistor Studios (Inspiration viral), Lambo (Bubbles viral).