| Title | GREEN SANTA |
| Brand | COCA-COLA |
| Product/Service | COCA-COLA |
| Category |
A08. OTHER DIGITAL SOLUTIONS IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
THE CYRANOS McCANN Barcelona, SPAIN
|
|
Advertising Agency
|
THE CYRANOS McCANN Barcelona, SPAIN
|
|
Production Company
|
HACHIKO FILMS Cap Fed, ARGENTINA
|
Credits
| Leandro Raposo |
The Cyranos Mccann |
Creative President |
| Pablo Colonnese |
The Cyranos Mccann |
Executive Creative Director |
| David Fernández/Joaquín Espagnol |
The Cyranos Mccann |
Creative Director |
| Jaume Rufach |
The Cyranos Mccann |
Copywriter |
| Eduard Cubel |
The Cyranos Mccann |
Art Director |
| Oriol Bombí |
The Cyranos Mccann |
Head Of Strategic Planning |
| Alba Riart |
The Cyranos Mccann |
Production Manager |
| Vicky Lagos |
The Cyranos Mccann |
Producer |
| Marta Grasa |
The Cyranos Mccann |
Account Director |
| Guido Rosales |
The Coca/Cola Company |
Europe Group Integrated Marketing Director |
| Javier Sánchez Lamelas |
The Coca/Cola Company |
Vice Presidente Marketing Europe |
The Brief
In Romania just over 2% of the waste goes to recycling and at Christmas more packaging is
consumed than at any other time of the year.
This video shows how a machine can make real the children´s dreams using recycled Coca-Cola
plastic bottles.
Describe how the promotion developed from concept to implementation
Santa decided to write a letter and for the first time, he asked to kids for a couple of things:
1. To imagine a present that didn´t exist.
2. And join a lot of empty plastic bottles.
And then, Santa settled in schools, clubs and public spaces in Romania with his singular machine.
Describe the success of the promotion with both client and consumer including some quantifiable results
More than 500 toys from recycled Coca-Cola bottles were delivered.
12 schools were hit by the action.
A subsequent survey of parents showed that after the action 76 percent had changed their view about recycling.
The Green Santa machine is starting a road show for the 10 countries with the highest recycling problems in the world.
Explain why the method of promotion was most relevant to the product or service
Because it relates the brand to the environment.