ALI COLA. THE COLA IN SKIN COLORS.
|Title||ALI COLA. THE COLA IN SKIN COLORS.|
|Entrant||LOVED Hamburg, GERMANY|
|Idea Creation||LOVED Hamburg, GERMANY|
|Armin Jochum||thjnk AG||CCO|
|Mieke Haase||loved gmbh||Managing Director|
|Karl Wolfgang Epple, Matthäus Frost||thjnk AG||Creative Director|
|Matthäus Frost||thjnk AG||Art Direction|
|Karl Wolfgang Epple||thjnk AG||Copywriter|
|Ilker Yilmazalp, Philipp Stamer||loved gmbh||Account Manager|
|Teresa Köster||thjnk AG||Editorial Department|
|David Kowalski||-||Post Production|
|Louisa Bartholdi, Manuel Caliebe, Hilko Wiegmann||thjnk AG||Final Artwork|
The CampaignOur idea was no advertising campaign, but pr via a product innovation: the world’s first cola that comes in different skin colors. They look different, but they all taste the same. Just like people: We look different outside – but we’re all the same inside. An entertaining pro-tolerance statement. No special edition, but a serious relaunch, challenging the cola industry and the people’s prejudices towards things (and people) that look different.
Creative ExecutionThe relaunch of the cola started with changing the product to six different skin colors. Since the design idea of skin colors is the focus, the packaging is reduced to the minimum. No conventional large labels, but only a white neck label without any frills. The relaunch was accompanied by a poster campaign consisting of several posters that can be combined individually. They show headlines and diverse people raising their ALI COLA bottles to eachother. Not only different ALI COLA colors, but also people with different skin color, different sex, old, young, tattooed, etc. The campaign parallelly conquered Facebook, Twitter and Instagram, engaging people to post their own photos and ideas using the hashtags #toleranzschmeckt and #cheerstotolerance. Press and blogs discussed the topic and the product worldwide.
Indication of how successful the outcome was in the marketPress, TV, blogs, influencers and euphoric, but also angry comments proof that we struck a chord. ALI COLA polarizes – showing the relevance for a pro-tolerance statement. ALI COLA hits a nerve in rough political times and moves the issue of tolerance back into the consciousness of the people. A topic that is now more important than ever, particularly in the context of the refugee crisis, German right-winged party AfD and Trump.
ALI COLA mainly targets the German society. It’s primary aim is to change the way Germans think about foreigners and people with different skin colors. Since Germany is the second most popular migration destination in the world, one out of five Germans has at least partial roots outside of Germany. Over the past two years Germany has welcomed more than 1 million asylum-seekers – an immigration wave that has changed Europe’s largest economy. Of course, it also raised racism and prejudice. Since Germany has a very dark past considering racism, our society has a special responsibility to be a role model for Europe.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.