Category D05. Interactive / Immersive Experiences
Entrant INGO Stockholm, SWEDEN
Idea Creation INGO Stockholm, SWEDEN
Production INGO Stockholm, SWEDEN
Production 2 MADHOUSE STUDIO Alcobendas, SPAIN
Production 3 GIANTS & TOYS Stockholm, SWEDEN
Post Production INGO Stockholm, SWEDEN
Name Company Position
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.