"Summer is all about coming together and sharing"... The Connect campaign aimed to capture this feeling and bring it to life by utilizing the Coca-Cola assets to build a bold, simple and iconic look and feel. Brand experience activities created a connection with digital and fed the social conversation.
We had adapted to the local realities an outdoor solution, that allowed the activity to take place in a wide range of locations: from city center to big events, from most attractive parks to malls. It was designed to be set-up in less than an hour and to be easily transported.
Both in experience and sampling activities, PRODUCT was the key actor of each event. In the Connect project, the can became the physical currency for a higher and wider brand experience: SHARING.The heart of this campaign was the physical customization of Coca-Cola cans (Brand Experience) for TEENS.