| Title | THE SMILE CAN |
| Brand | THE COCA-COLA COMPANY |
| Product/Service | COCA COLA |
| Category |
G07. Corporate Purpose & Social Responsibility |
|
Entrant
|
PUBLICIS ITALY Milan, ITALY
|
|
Idea Creation
|
PUBLICIS ITALY Milan, ITALY
|
|
Idea Creation 2
|
PUBLICIS ROMANIA Bucharest, ROMANIA
|
|
Additional Company
|
THE COCA-COLA COMPANY Milan, ITALY
|
Credits
| Bruno Bertelli |
Publicis Italy |
Global CCO Publicis WW |
| Cristiana Boccassini |
Publicis Italy |
CCO Publicis Italy |
| Davide Boscacci |
Publicis Italy |
CEE Executive Creative Director |
| Daniela De Seta |
Publicis Italy |
Associate Creative Director |
| Stefano Knoll |
Publicis Italy |
Associate Creative Director |
| Mihnea Gheorghita |
Publicis Romania |
Senior Copywriter Publicis Romania |
| Lorenza Montorfano |
Publicis Italy |
CEE Regional Client Lead: |
| Mirjana Slavkovic |
Publicis Italy |
Group Account Director |
| Alberto De Simone |
Publicis Italy |
Account Supervisor |
| Greta Pirola |
Publicis Italy |
Account Executive |
| Tommaso Bianchi |
Freelance |
Director |
| Marcello Merletto |
Freelance |
DOP |
| Alessandra Caldi |
Publicis Italy |
Producer |
| Francesca Era |
Freelance |
Editor |
Why is this work relevant for Brand Experience & Activation?
With this campaign, Coca-Cola once more demonstrated to be the brand able to really uplift people’s lives, no matter the barriers. In fact, through this experience we positively impacted blinds people lives by granting them a smile right during the event, as well as later on, when our video content was shared across the web inviting people to interact in a more lighthearted way with those affected by blindness.
Background
After a not-so-joyful year, 2020's World Smile day means more than ever.
And one thing we all know is that nothing makes us smile, more than seeing someone else's smile. But blind people don't see smiles so, they can't fully enjoy these shared moments. Coca-Cola wanted to remove this barrier, giving them too a reason to smile.
Describe the creative idea (20% of vote)
On World Smile Day, in collaboration with the Italian Blind and Visually Impaired Union, we wrote and designed special edition Coca-Cola cans with a collection of braille messages, turning a simple can into an unexpected smile. An inclusive and positive project, in line with the international #OpenLikeNeverBefore campaign, to show there's always another way to see things.
Describe the strategy (20% of vote)
Everyone gets stiff and embarrassed when interacting with disables. So, for them becomes even harder to have fun and enjoy others people company. Coca-Cola, whose purpose is to uplift people lives, created this campaign to overcome this barrier and help everyone understanding that the only thing disables people need to be happy, is to not be treated like disables.
Describe the execution (30% of vote)
The operation was created in collaboration with the Institute of Blind people in Milan. Here, a week prior the World Smile Day, we organized our event where we surprised blind people with our special cans. The reactions were filmed and used to create a web video that we shared online during the World Smile Day.
List the results (30% of vote)
The campaign was featured by all the major Italian newspapers. Even the President of the Italian Republic, Sergio Mattarella, officially thanked Coca-Cola and the Italian Blind and Visually Impaired Union for their shared commitment in overcoming barriers.
After the Italian launch, the project born for a local market, was selected by Coca-Cola’s international team to be communicated globally.
Please tell us how the brand purpose inspired the work
Coca-Cola’s purpose is to uplift people lives, so we decided to bring a moment of joy to blind people who normally have less chances to smile.