| Title | FEEL THE FORCE MACHINE |
| Brand | THE COCA-COLA COMPANY |
| Product/Service | COCA-COLA ZERO SUGAR |
| Category |
D05. Interactive / Immersive Experiences |
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Entrant
|
INGO Stockholm, SWEDEN
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Idea Creation
|
INGO Stockholm, SWEDEN
|
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Production
|
INGO Stockholm, SWEDEN
|
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Production 2
|
MADHOUSE STUDIO Alcobendas, SPAIN
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Production 3
|
GIANTS & TOYS Stockholm, SWEDEN
|
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Post Production
|
INGO Stockholm, SWEDEN
|
Credits
| Björn Ståhl |
Ingo Stockholm |
Executive Creative Director |
| Simon Kraft |
Ingo Stockholm |
Art Director |
| Anna Werkell |
Ingo Stockholm |
Copywriter |
| Ylva Jakobson |
Ingo Stockholm |
Account Director |
| Markus Söderberg |
INGO Stockholm |
Planner |
| Stefan Kindgren |
INGO Stockholm |
Technical Director |
| Alexander Lundvall |
INGO Stockholm |
Graphic Designer |
| Alexandra Andersson |
Ingo Stockholm |
Agency Producer |
| Isabelle Brynholt |
Ingo Stockholm |
Account Manager |
| Felix Picker |
The Coca-Cola Company |
Content Creativity Senior Manager |
| Catherine Douglas |
Disney |
Partnerships EMEA Disney |
| Laura Fisher |
Disney |
Partnerships EMEA Disney |
Cultural / Context information for the jury
At the end of 2019, it was time for the long awaited last installment in the Star Wars Saga – The Rise of Skywalker, to premiere across the world. Being in a long partnership with Disney, Coca-Cola Zero Sugar has been part of promoting the latest Star Wars films since 2015. This particular brand installation was live in conjunction with the premiere of the film in Europe, for which Coca-Cola had created six special edition, collectible cans. The installation was especially built to help Coca-Cola distribute and bring awareness to the cans in a way that would engage the picky Star Wars fans, who are skeptical of brands trying to piggyback on their beloved films.
Write a short summary of the ambient work.
To spark interest in collecting the special edition Coca-Cola Star Wars cans and highlight the partnership Coca-Cola decided to create an unforgettable experience, by making every Star Wars fan’s biggest dream come true: A chance to try The Force in real life. The solution: Feel the Force Machine, the world’s first interactive vending machine powered by the force of actual brain waves. Fans got a chance to battle for a limited edition Star Wars can with their minds, by wearing EEG-headsets that analyzed the electric activity in the user’s brain. The one who concentrated the hardest, was able to move the playing can to their side. The machine toured cinemas and key venues in Europe. By turning one of their most important distribution channels into an interactive, immersive brand-installation, Coca-Cola managed to create an engaging communication piece that Star Wars fans queued for hours to try.