This is a smashing idea to communicate a Brand essence. After Cadbury failed to capitalise on their proposition of ‘Fun’ following their Gorilla ad, Coca-Cola along with Definition6 have superbly nailed the transition from Brand essence to reality.
Relevant, real, viral, positive. Top job. Thanks to @Dabitch for bringing this to my attention.
Coke / Coca-Cola – The Happiness machine – (2010) 2:00 (USA)
Created by Definition6
And just to demonstrate the level of work which goes in to even the most rudamentory-looking virals these days, here’s the credit list:
Director: Paul Iannacchino, Jr
Producer: Todd Morris
DP: Sean Donnelly
Set Decorator: Ni Ni Than
Prop builder: Mike Myers
Editor: Pat Carpenter
Edit assist: Pieter van den Berg
Audio: Mike Barrett/Juan Sosa
Post producer: Lisa Miller