Best Beverage Online Campaign, Best Of Show Online Campaign

The objective of the “Where Will Happiness Strike Next?” campaign is to unite the Coca-Cola brand with happiness in a way that invokes sharing, and thus, enabling Coca-Cola’s audience to share happiness with others, using the brand as the vessel. One of Coca-Cola's core brand principles is sharing - so the goal was to tell a story that would live on as a piece of shareable content.

The strategy was simple: create a moment of genuine happiness and harness that moment in a way that allows others to share in that moment, and then share it with each other. Let the idea expand…the story and emotional connection to the work should be universal in its understanding and appeal.

Contributors:

Senior Web Developer:	Mike Creati
Social Media Manager:	Ashley Reed
Senior Media Buyer/Planner:	Kristine Lilly
Creative Director:	John Harne
Senior Account Director:	Darcey Topham
Director:	Paul Iannacchino
Director of Media & Strategy:	Paul McClay
Account Director:	Allison Tillman

DEFINITION 6

Location: USA