|Category||A01. Fast Moving Consumer Goods|
|Entrant||McCANN BUCHAREST, ROMANIA|
|Idea Creation||McCANN BUCHAREST, ROMANIA|
|Media Placement||UM BUCHAREST, ROMANIA|
|PR||McCANN PR Bucharest, ROMANIA|
|CATALIN DOBRE||MCCANN WORLDGROUP ROMANIA||Chief Creative Officer|
|IOANA FILIP||MCCANN WORLDGROUP ROMANI||Executive Creative Director|
|JONAY SOSA||MCCANN WORLDGROUP ROMANIA||Creative Group Head|
|SIMONA SUMAN||MCCANN WORLDGROUP ROMANIA||Creative Group Head|
|MIRUNA MACRI||MCCANN WORLDGROUP ROMANIA||Art Director|
|SANDRA BOLD||MCCANN WORLDGROUP ROMANIA||Copywriter|
The CampaignTo promote this new formula, we launched “Coca-Cola Guess”, an innovative blind test disguised as a national sampling. We created a limited edition bottle exclusively for sampling, with a brand new label, that can have inside either Coca-Cola original taste or Coca-Cola Zero Sugar Zero Calories.
Creative ExecutionThe Coca-Cola Guess bottle was distributed in a national sampling. People had to try the product, go to the dedicated website of the activation to check if they have guessed correctly. Each try brought them a chance to win a prize.
Results500.000 people tried to guess in the first two months. The campaign contributed to 16% increase in Coca-Cola Zero Sugar sales vs. august 2016.
Coca-Cola Guess is a limited edition bottle, with a brand new design, which was used during a national sampling to directly engage with consumers.
In 2017, Coca-Cola launched a new formula for Coca-Cola Zero Sugar. Besides simply promoting the new formula with a classic national campaign, we decided to create an innovative national blind test. The campaign activated a 16-35 y.o target, teens & young adults, mostly urban
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.