Title	OPEN LIKE NEVER BEFORE
Brand	COCA-COLA
Product/Service	COCO-COLA
Category	B02. Colour Correction / Grading
Entrant	GLASSWORKS Amsterdam, THE NETHERLANDS
Idea Creation	72ANDSUNNY Amsterdam, THE NETHERLANDS
Production	NEW LAND London, UNITED KINGDOM
Post Production	GLASSWORKS Amsterdam, THE NETHERLANDS
Post Production 2	WAVE RECORDING STUDIOS Amsterdam, THE NETHERLANDS
Post Production 3	CABIN EDITING COMPANY Santa Monica, USA
Post Production 4	THE SMC GROUP London, UNITED KINGDOM

Name	Company	Position
Scott Harris	Glassworks	Colourist
Carlo Cavallone	72andSunny	Executive Creative Director
Laura Visco	72andSunny	Deputy Executive Creative Director
Emiliano Trierveiler	72andSunny	Creative Director
Renee Lam	72andSunny	Designer
Masaya Kochi	72andSunny	Designer
Constanze Bilogan	72andSunny	Writer
Gustav Johansson	New Land	Director
Indra Herö Wide	New Land	Director
Marcus Ibanez	New Land	Director

Write a short summary of what happens in the film

Through a poem co-written and performed by British artist George The Poet, the anthem film invites us to challenge the so-called new normal, to stay open and bring renewed optimism for the change ahead. To the sound of a rendition of the 1960’s iconic track “San Francisco”, we follow George performing his own words. But as the film progresses, different people join in, young and old, from all walks of life and parts of the globe. Each person makes a part of the poem their own, challenging the old notions of work, family, travelling, body and race awareness, gender, immigration, sexuality and female leadership, all in one continuous, poetic flow. The film ends with George and a last statement of optimism from Coca-Cola: “We’ll weather this storm, so I’ll be open like never before”.

Cultural / Context information for the jury

After a 3-month pause in their advertising and channeling $100 million to COVID relief efforts, Coca-Cola launched its first brand statement with Open Like Never Before. Created and produced during lockdown, the film was shot and finished remotely within 6 weeks and has been launched in over 40 countries, after Coca-Cola and other global companies joined a social-media embargo in response to the spread of racial slur and hate speech online. The poem was co-created with George the Poet, and references a few ongoing social and cultural themes, such as the Saudi Arabian female empowerment movement, the racial equality protests and the rise of female world leaders in times of COVID (as a cameo, it features the photo of George’s grandmother, Joyce Mpanga, a Ugandan politician and activist for women’s rights).

Tell the jury about the colour grading.

Grading this film was a unique experience as a multi-director, multi-location, and multi-camera production provided a variety of materials to coalesce, whilst delivering the agency and director’s vision utilising an unsupervised grading workflow. Although the process didn’t follow our typical protocol, we were given beautifully shot footage that was masterfully edited to tell an inspiring story about changing our thoughts and actions in the face of an unprecedented global crisis. It was important to portray the honesty in the message, so we chose to maintain the natural and varying look captured in each location. Each scene embraced the individuality of the personalities represented, with the aim of creating a unified and continuous visual through-line across the footage formats which ranged from Arri Alexa to 35mm to iPhone movies and stills. We applied a 35mm look across the digital footage and added film grain to make the scenes synonymous but unique.