Five people. Four Coca-Cola brands. A daily voice with a human pulse.
Daily social voice across four brands and five platforms, in English and Spanish · and the Date Night film.
Noah Williams · Creative LeadCoca-Cola Social Center · 2016–2017
The brief said “run social.” The real brief was making the biggest brand on earth feel human again.
Five people, four brands, five platforms, every day. Plus a short film about a first date.
The scale
Coca-Cola doesn’t need awareness. It needs to feel human.
That’s harder than it sounds when you’re the most recognised brand on earth and every piece of content has to move at the speed of culture.
The details
The bigger the brand, the more the smallest details matter.
Coke doesn’t sell a beverage. It sells the feeling in the room. So the craft went into the smallest places: a food pairing at 7am, a Spanish-language reply mid-game, a film about the armrest on a first date.
The daily
A film about first dates. Five people speaking for Coca-Cola, daily.
The Date Night film ran in Carmike theatres nationwide: a genuine short about the raw awkwardness of a first date at the movies, and Carmike’s first brand integration.
On the social side, five of us spoke for Coke, Diet Coke, Fanta and Sprite across five platforms, every day, in English and Spanish. Not a broadcast megaphone. A conversation. Every post had to earn its spot in the feed.
The room
The brand isn’t the story. It’s what’s in the room when the story happens.
Speed killed perfectionism, in a good way: five platforms and daily deadlines left no room to second-guess, and some of the best work happened because of it.
Fivepeople, not fifty
four brands · five platforms · every day, 2016–2017
Credits
Coca-Cola Social Center · Creative Lead · 2016–2017, Date Night film: Fitzco
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