2012 Results

CAT 48 - Integrated Campaigns (INC)

BRONZE

Leo Burnett Chicago (UNITED STATES)

Coca-Cola, "Arctic Home"48-02533-INC
 

Agency (city): Leo Burnett/Arc Worldwide Chicago

Creative Director(s): Leyla Dailey, Matt Denten

Copywriter(s): Mike Ward

Art Director(s): Chris von Ende

Production Company (& City): HSI, New York

Film Director(s): Ryan Ebner

Agency Producer(s): Jeff Zimmerman, Patrick Smith

Global Chief Creative Officer: Mark Tutssel

Chief Creative Officer: Susan Credle

Executive Creative Director: Dave Loew, Jon Wyville

Associate Creative Director: Melanie Larsen, Chris von Ende, Mike Ward

Head of Production: Chris Rossiter

Content Architect: Vincent Geraghty, Rob Tripas

Director of Digital Strategy: Joe Kehoe

Senior Analyst: Jessica Muniz

Web Production Company: Acne

Design Agency: Turner Duckworth

Account Director: Emily Davison, Christine Greeley, Ben Stobart

Account Supervisor: Katie Nikolaus

Short explanation

For decades, the polar bear has been a holiday tradition and beloved member of the Coca-Cola family. The holidays are also a time when Coca-Cola gives back and encourages consumers to do the same. But given that holiday time frame, Arctic Home had to compete for people's attention with a number of worthy causes, including some of the most well-known nonprofits and charitable organizations in the world. We sought to inspire people and generate support for the cause, empower them to donate and provide them with the tools to advocate on behalf of the effort to reach an even broader audience.

As a symbol of Coca-Cola's commitment to the effort, for the first time in history, the iconic red Coca-Cola can was turned white. 1.4 billion white cans generated instant global awareness. Packaging messaging and point-of-sale encouraged people to donate via text and visit ArcticHome.com. Because few people will ever venture to the Arctic, we brought the Arctic to them with the largest 3-dimensional flash site and iPad app to date. Visitors were invited to explore and track actual polar bears in real time weather conditions. The idea was amplified in television and cinema. While outdoor and online advertising also invited the public to donate via a simple text donation. Brand Facebook and Twitter communities were also utilized to amplify the program's reach.

This was only year one of a planned 3-year initiative but has already become the largest integrated marketing platform in the history of Coca-Cola. The decision to change the color of the iconic red can brought attention to the polar bear's plight and forced millions of people to look at Coke through fresh eyes...as well as drove them to ArcticHome.com to donate to the effort.

Description

Arctic Home began as an effort by Coca-Cola and World Wildlife Fund to create a safe haven for the polar bear – an Arctic Refuge. Over a billion limited edition Coke cans marked the effort and served as an invitation to the public to support it by donating and visiting ArcticHome.com to learn more about polar bears in a rich, 3-dimensional, virtual Arctic environment. Also driving awareness was a mix of television, print, radio, cinema, outdoor, online videos, digital page take-overs and rich media.