Masaya Kochi

幸地正矢

Coca-Cola - Open Like Never Before

Agency
72andSunny 

Director
Gustav Johansson

Prod. Company
new—land


Role
Concept / Art Direction / Design 

The Covid-19 pandemic has created a ‘new normal’. But just because, for now at least, life isn’t what it previously was, doesn’t mean there aren’t new possibilities and opportunities to be explored. So we turned to one of Coca-Cola’s driving values: openness. To share a universal message of hope and connection across 50 countries, local neighbourhoods, bars and stores on every corner.

This was the message of our campaign 'Open Like Never Before'. We spent the early days of lockdown thinking: what if this new normal is our chance to make a change, to be better and more open than ever before? What started as a Covid response brief turned into the new global brand platform for Coca-Cola. Entirely crafted over Zoom and Google Hangouts, filmed remotely in 5 countries and finished in just 4 weeks.  

The campaign has been launched in collaboration with award-winning, London-born spoken word artist, George 'The Poet' Mpanga, who has written an inspirational poem specifically for Open Like Never Before in this time of social and cultural change in a world forever changed by the global pandemic.


  








A New IconTurning the iconic Coca-Cola ribbon into new open paths. 

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