Context:
Teens often imaging that there is a better summer happening somewhere else rather than where they are.
Coca-Cola wanted to show teens that they can have the most incredible Summer, wherever they may be. Even more so with the re-introduction of the classic 300ml returnable glass bottle at a classic price of R5. This campaign was particularly special because of the target market we were speaking to. They are the first generation of teens born from the year 2000. Globally they're called centennials, but in South Africa they're fondly known as "Ama-2000".
Big Idea:
#RefreshWherevs
We began by launching a contagious video called “Summer Yama 2000”. Where a teen girl and her friends are chilling on a hot Summer's day drinking Coca-Cola's. She accidentally knocks over an empty bottle which lets out a sound that triggers an idea and ultimately, a fun Summer for teens all over South Africa. Ultimately, it is the demonstration of: An ice-cold coke + friends = a summer to remember and relive over & over.
Print/ OOH campaign
In order to represent teens feeling refreshed wherever, we had cast teens from around South Africa to feature in our billboards. We paired up with photographer and culture enthusiast Kgomotso Neto to create images of teens enjoying an ice-cold Coke with friends wherever they are.
Bike riding with friends
Playing foozball with friends
Post 1-pal match
Credits
Art Director: Naledi Manama and Luzuko Witbooi
Copywriter: Nhlanhla Ngcobo
Director: Tebza Malope
Photographer: Kgomotso Neto
Creative Director: Jonathan Wolberg
Executive Creative Director: Suhana Gordhan
Chief Creative Officer: Ahmed Tilly
Music: Jobe London "Summer Yama 2000"
