STRATEGIST


Ads.

Spotify


Durex


Cafe Bustelo


Arizona   


Formula 2


Coca-Cola  

                                                                                                                              


Furniture.                             

Me.  











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Coca-Cola | D&AD Competition 





CHALLENGE

How can a brand icon meet the fastest growing consumer base where they spend most of their time?











At work.

By 2025 Gen Z will make up 1/4 of the workforce.














CONSUMER TRUTH

Gen Z prioritizes work / life balance over everything in the workplace. However, Gen Z works the most of any generation.

“Gen Z workers between 18 and 24 work an average of 8½ hours of unpaid overtime every week after hours, on lunch breaks and over the weekend, according to ADP data.”
-CNBC




COMPANY TRUTH

  The brand has historically had campaigns positioning Coca-Cola as a break with “Diet Coke Break” and “Diet Coke Break by Kate Moss”
Gen Z is organically bringing back the Diet Coke Break with the TikTok trend “Diet Coke Break” as a response to remote work.















KEY INSIGHT

Coca-Cola is positioned to give work / life balance to Gen Z.




As digital natives Gen Z can’t separate work and personal communication.

They don’t have the same escape from work throughout the day as previous generations had with cigarette breaks.

The brand has the opportunity with Gen Z taking over  the workforce, positioning Coca-Cola as an integral  aspect of their work day.










STRATEGY


          Coca-Cola provides something to look forward to during the monotony of the work day.





IDEA

Escape together with Coca-Cola.
 


Campaign.
Escape Together.

The Out Of Home campaign brings forward the feeling that work escapism should bring, no matter what your daily hustle looks like.

Inspired by a time period where life was slower and imagery that entices you to relax and escape from your day.

Strategically placed near places of work:  corporate elevators, transit stations and busy city walking areas.













Product Innovation.

Limited Edition Can Design.














 






Activation.


Sweet Escape Cafe.

Coca-Cola is bringing back the iconic feeling of a soda shop. Inviting you to step into a space for a refreshing reconnect with one another.

This replenishing "watering hole" will open on Labor Day 2024 in bustling midtown Manhattan, welcoming everyone into a happy escape inspired by slower times.





Case Study Video.