Alphabet - Open for Better

Challenge

Coca-Cola wanted to promote a movement in which the public used cans and bottles as a way to express themselves through social networks.

Inspiration

Put together two powerful icons: cans of Coca-Cola and letters of the alphabet.

Idea

Coca-Cola brings the letters of the alphabet in their cans and PET bottles for consumers can desenvolve their creativity and write words and phrases to share with the world. Transforming the product into a content creation platform.

Growth

The campaign started on social networks and has evolved through other media, including billboards, ads on Youtube and TV. Along with all of this we managed to be part of pop culture within social networks.