OPEN LIKE NEVER BEFORE

After pausing their advertising for three months and channeling over $100 million to COVID relief efforts, Coca-Cola launched its first brand statement with Open Like Never Before.

In a moment where openness and optimism felt like the bravest things one can do, we doubled down on Coke’s core value, re-defining their voice for the post-lockdown era. 

Co-written with George The Poet (and with a cameo by his grandmother Joyce Mpanga, Ugandan activist for women’s rights), the campaign was pitched, created and produced on lockdown. Then shot, finished remotely in six weeks and launched in over forty countries, on the back of Coca-Cola's social-media embargo in response to the spread of racial slur and hate speech.

The initial push is followed by a campaign in support of 13.000 bars and restaurants in Europe and a series of innovative Coke cans released just in time for the 2021 New Year’s resolutions.

Agency: 72andSunny / Amsterdam
Role: Creative Director / Co-Writer
Director: Gustav Johansson, Indra Herö Wide, Marcus Ibanez / Keith McCarthy / Martin Kalina
Music: San Francisco by Emile Mosseri, Joe Talbot, Daniel Herskedal