Coca-Cola's advertising paper, creative full score!

Coca-Cola's advertising has always been widely considered to beSimple, concise, popular, easy to understand, warm, loving, harmonious, big love...creative advertising. The clever way it designs its ads has to be admired: Coca-Cola is very Coca-Cola.

Recently, due to the outbreak factors have been bothering us(Everyone)Until May this year, the outbreak had not completely faded. At this time, Coca-Cola's creative advertising attracted the attention of media advertisers, Coca-Cola changed 42 identities, pay tribute to and encourage everyone in this outbreak.

Coca-Cola Por Todos Coca-Cola

Advertising video does not have an extra line, no extra scene layout, no excessive video rendering, through the various changes of the Coca-Cola bottle, let us calm down, carefully appreciate the video Coca-Cola bottle represents the meaning, meaning and vision.

01.

for those who are apart

Give those isolated "lonely" independence

02.

for our friends

To our friends, "team" hugging

03.

for those who are together

Give those who are together the "happy" companionship

04.

for our families

To our family, the family is together

05.

for those we barely know

and not so familiar with the faded label of the self

06.

for those we know well

Give those we are familiar with at a glance to recognize the tacit understanding

07.

for classmates

To the students, full of campus vitality

08.

for relatives

To relatives, a variety of tastes are a family

09.

for work mates

To colleagues, ice

10.

for neighbors

Take care of neighbors and neighbors

11.

for those with little ones

For those with the kids

Love and responsibility for the young

12.

for those who share

Give sweet sharing to those who share with each other

13.

for those with older ones

To those who are with their elders

Companionship and patience with the old man

14.

for those who can't stop working

and those who can't stop working

Stick to your post and sweat

15.

for those who can't work

To those who can't work, forced to have no place

16.

for those who cough into the elbows

For those who cough at their elbows

Remember this little action, it's useful

17.

for those who don't kiss

For those who can't kiss, red lips are still beautiful

18.

for those who don't gather

Keep the longer distance for those who don't gather

19.

for those who have face masks

Give those wearing masks an added layer of safety and protection

20.

for those who came back

To those who come back

Hope to go through a circle and harvest a new self

21.

for those who don't have face masks

and people who don't wear masks

Maybe it's a choice made because you're helpless or giving

22.

for those in quarantine

To those who are still isolated

Even if it's just you, hold your breath

23.

for the elderly

To the elderly, cherish yourself

24.

for those who wish

they could come back

For those who want them back

Even if there is only a chance of a comeback, hold on tight

25.

for those who helped the elderly

To those who help them, thank you for your help

26.

for the fire fighters

For firefighters, unscrew the life-saving valve

27.

for the volunteers

To volunteers, dedication of the heart, the people into the city

28.

for the sanitation workers

To sanitation workers, maintain the clean environment

29.

for the first responders

To the first responders, stay on the job and be on standby

30.

for the doctors and nurses

To the doctors and nurses,

Keep our hearts healthy and beating

31.

for those in fear

Give it to those who are in fear

May be nervous until sweating

32.

for the fearless

Give it to undaunted

Always keep calm

33.

for those who join forces

To those who unite

in order to constantly bring together the forces against difficulties

34.

for the strong

Give strong, not easily broken

35.

for those who sing from balconies

To those who sing on the balcony

Stay optimistic and courageous in the trough

36.

for the fragile

It doesn't matter if you're vulnerable or not so strong

37.

for those who recovered

To those who have recovered

Give confidence to those who are in the mud

38.

for those who are no longer with us

To those who are no longer with us, they become angels

39.

for those who never give up

To those who never give up

Cherish every bit of power

40.

for those who are struggling

To those who are still struggling

Even if you frown, you still hold on

41.

for what we love the most

Give us what we love the most

Then, try to be what we love the most

respective countries

42.

for those who believe

To those who maintain faith

There is the sun in my heart, there is light everywhere

Finally, this bottle of Coke

for everyone to everyone

Por Todos (for everyone)The paper was so simple that even he wondered if Coca-Cola's paper had resigned before the outbreak. English text does not do Chinese, a little bit of English foundation of people, can also understand the interpretation.

Who would have thought that Coca-Cola could use the brand's bottle caps to promote it. This not only promotes the product, shapes the brand, but also saves the advertising budget, three in one go, the creative score.

All said that during the outbreak, isolated the hustle and bustle of the city, can not isolate everyone for the outbreak efforts, persistence, struggle of the heart. When you see the video one by one Coca-Cola bottle evolved and extended the meaning, that kind of invisible transmission of love, instantly let people chill hair up.

Coca-Cola has done the most appropriate way to promote the brand in the most appropriate way.

▼

And.Por Todos (for everyone)There's something else in the creative categoryTribute to Nelson MandelaThis ad.

Coca-Cola pays tribute to Mandela

In 2013, Coca-Cola used the same advertising idea to pay tribute to Nelson Mandela, the former South African president. At that time, the use of creativity is also a combination of Coca-Cola bottles and caps, projection and shadow blend, with "dark" and "bright" to achieve the change of light and shadow. Use the color of the bottle and the Coca-Cola logo to represent different points of view used in different places.

Good ideas can be copied. Coca-Cola's two creative ads are from the 2002 Coca-Cola ad "Para Todos (for everyone)" the re-adaptation.

Identify the QR code to view the video details

"Para Todos" ("For All") Coca-Cola

"Por Todos (for everyone)" 、"Para Todos (for everyone)" Seemingly the same title is different, it can be seen that Coca-Cola is for everyone to bring happy Coca-Cola(Happy Fat House Water)。

Although the two ads are the same idea, they represent different meanings. The theme "warm and moved" is replaced by people and things of different periods, which is the power of classical creation of miracles.

▼

In 2019, Coca-Cola launched a Super Bowl ad《A Coke is a Coke》The video is full of cheerful animation atmosphere, it is not too much to describe it as "happy fat house water".

A Coke is a Coke

Coca-Cola uses advertising ideas to celebrate values that embrace diversity. Passing on and reminding everyone to get together is a wonderful theme（together is beautiful）。 Don't discriminate against everyone because of gender, race, color, or even humans or animals, because the encounter between people, the ecological harmony between people and animals, is a symbol of a better life.

Thus convey the purpose of the Coca-Cola brand, Cola is for everyone, happy to share.

A Coke is a Coke is a Coke. It’s the same for everyone

Coke is Coke, it's a bottle of Coke. It's the same for everyone

You can get one if you want it no matter where you from

You can get a bottle when you want to, no matter where you come from

He drinks Coke and she drinks Coke even though they disagree

He drank Coke, and so did she, though they were a little out of line

And while the bottles look alike, you aren’t the same as me

Even if these bottles look exactly the same, you and I don't look the same

Stars drink it. Chefs drink it. Farmers want one when it’s hot

Stars drink Coke, cooks drink Coke, and farmers want a bottle when it's hot

There’s a Coke here if you’re thirsty but that’s cool if you’re not

When you feel a little thirsty, you can drink Coke, but it doesn't matter if you don't

We all have different hearts and hands, heads holding various views

We have different hearts, different hands and heads with all sorts of opinions

Don’t you see: different is beautiful and together is beautiful, too

You know: difference is beautiful, the same is beautiful

▼

Coca-Cola can show its positive, positive energy and optimism at any moment. In the different themes of advertising, with a free expression, the subtle transmission of brand plasticity, diversity, values to all.

Unchanged bottle caps, bottle body creativity can also express different theme concepts. Coca-Cola is not so much a somewhat sweet sugar soda as a soda to promote how love is formed.

From Coca-Cola's small-sighted, weight-lifting, well-known consistent creative advertising, a brand can dig in the subtle creativity, looking for inspiration, is the brand's best way to continue to work. Later Coca-Cola in our impression is no longer a soda, it is always full of feelings ace brand. We'll see how Coca-Cola's next classic ad debuts.

Source: Coca-Cola Weibo

Author's introduction: In July, the editor-in-chief of Advertising Review, a number of original articles were reproduced by major platforms. Personal microsur signal: qiyue56656

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Coca-Cola's advertising paper, creative full score!

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