46664/Coca-Cola - "2nd Lives"

Ogilvy China

Ogilvy China Beijing, Chine

19403

Cette création fait partie de la Collection Act Responsible

Marque: 46664/Coca-Cola
Pays: Chine

Annonceur: Coca-Cola Company

Titre	2nd Lives
Agence	Ogilvy China
Campagne	2nd Lives
Annonceur	Coca-Cola Company
Marque	46664/Coca-Cola
Date de première diffusion/publication	2014 / 5
Secteur d'activité	Boissons gazeuses, tonics
Slogan	Coke now with more lives
Synopsis	Coca-Cola’s ‘2nd Lives’ campaign transforms Coke bottles into fun objects to encourage consumers to re-use and recycle plastic.
Philosophie	‘2nd Lives’ includes a line of 16 innovative caps which can be screwed onto bottles after consumption, transforming them into fun and useful objects, such as a paintbrush, water squirter and pencil sharpener, among others. The bottle caps are gifted to customers upon purchase of a Coke bottle.
Problème	“We are always looking for better solutions to reduce the use of plastic and increase recycling around the world,” said Leonardo O’Grady, ASEAN Director Integrated Marketing Communications, Coca-Cola. “The variety of our ‘2nd Lives’ caps shows that there are many creative ways to re-use plastic simply and practically, and also supports our global sustainability program. “We have created fun tools with Coke bottle tops, bringing small moments of happiness intopeople’s lives. We hope to make a positive impact and empower people to lead happier lives.”
Résultat	‘2nd Lives’ was piloted in Ho Chi Minh City, Vietnam in March, with an expected 40,000 bottle caps to be gifted throughout the country this year. The campaign is set to launch in Thailand and Indonesia at a later date. “The idea has universal appeal and can therefore be replicated in other markets, beyond Asia,” said Juggi Ramakrishnan, Executive Creative Director, Ogilvy & Mather Advertising Beijing. “These unique bottle caps are changing consumers’ behavior and mindsets with an incredibly simple, yet clever, idea. It’s not about high tech capabilities, just creative thinking.”
Type de média	Etude de cas
Longueur	94 seconds
Directeur de création	Graham Fink
Directeur de création	Juggi Ramakrishnan
Directeur de création	Wilson Chow
Directeur de création	Jiankai Lu
Concepteur / rédacteur	Juggi Ramakrishnan
Directeur artistique	Chenghao Xie
Directeur artistique	Morris Ku
Directeur artistique	Yongqiang Hu
Directeur artistique	Gan He
Photographe	Xiaohang Liu
Caméraman	Morris Ku
Monteur	Morris Ku
Producteur	Jeff Wong
Producteur	Lin Ma
Producteur	Tony Liang
Producteur	Zefeng Xu
Designer	Chenghao Xie
Designer	Soonguan Poh
Responsable de la publicité (annonceur)	Tracy Wu
Responsable de la publicité (annonceur)	Andrew Kwan
Responsable de la publicité (annonceur)	Eric Cheng
Producteur	Gordon Westman
Réalisateur	Andrew Piggott
Réalisateur	Andrew Stevenson
Réalisateur	Thomas Gregg
Film manager	Whiwei Hsiao
Responsable de budget agence	Uma Wang
Responsable de budget agence	Cory Turner
Responsable de budget agence	Ellen Soh
Responsable de budget agence	Andrea Tan
Responsable de budget agence	Iris Zhou
Responsable de budget agence	Rob Martin Murphy