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Coca-Cola / Taste The Feeling

After 7 years Coca-Cola is replacing Open Happiness brand platform with something new. Where the previous platform has succeeded in celebrating the joy of Coca-Cola, the new platform is making simple, everyday moments more special. Taste the Feeling features universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience. Coke’s new global campaign will come to life digitally through an immersive online experience – GIFtheFeeling.com – a interactive music video made of reaction-GIFs that fans can customize and share inspired by the feelings they associate with drinking a Coca-Cola. The heart of the GIF the Feeling microsite features a two-minute interactive music video with various scenes displayed as three-second GIFs set to the “Taste the Feeling” music anthem produced by Avicii. As fans watch the video, they will see 32 icons corresponding to emotions – from refreshed and energized, to cool and excited. At any point, the viewer can click into the clip, pull out a GIF and personalize it by text typing to express how they feel. They can then share their customized GIF on social media with the #TasteTheFeeling hashtag. GIFs – short, looping videos – have emerged as a universal language for online storytelling and self-expression, especially among teens and Millennials. The GIF the Feeling site is accessible across desktop, mobile and tablet devices, and translated into more than 20 languages.

Project Roles
Creative Director
Company
Ogilvy & Mather
Skills
Art Direction, Commercial, Conceptual, Creative Direction, Design, Digital Tech, Front-End Development, Interaction, Interactive, Music
Media
Advertising, Interactive Videos
Project Industries
Advertising, Beverage
Coca-Cola / Taste The Feeling
Coca-Cola / Taste The Feeling
Coca-Cola / Taste The Feeling
Coca-Cola / Taste The Feeling
Coca-Cola / Taste The Feeling
Coca-Cola / Taste The Feeling