LONDON– “Mind my drink”, or words to that effect, is something we hear in our everyday lives. But in Coca-Cola’s new “Spills” campaign, the brand celebrates the spontaneous, but joyous moments people forget all about their drink, spilling it as they embrace a loved one.
‘Spills’ debuts with a TVC in the US, as well as in OOH and DOOH across both the US and Brazil.
The campaign features three creative executions each illustrating a special moment of embrace with a loved one, where the Coca-Cola product is spilt to hold on tighter to friends, family or a beloved pet.
‘Spills’ marks a first for the brand where the iconic beverage is literally tossed aside because the most important thing to hold onto are the people we care for most. ‘Worth every drop’ features on each poster and video because every drop spilled is worth it in these moments of joy, love and connection.
Islam ElDessouky, Global Vice President Creative Strategy & Contentat Coca-Cola comments, “Spills showcases the magical moments of embrace when time can feel like it’s stops for a second, the drink is unknowingly tossed to one side, and nothing else matters beyond the embrace. The campaign is the embodiment of our ‘Real Magic’ ethos at Coca-Cola, celebrating the unexpected but heart-warming moments of human connection.
Edgard Gianesi, Chief Creative Officer at DAVID Miami comments, “We aimed to capture what Coca-Cola truly represents: not just a drink, but the moments of connection it brings. In our ‘Spills’ campaign, we celebrate those moments when the joy of being with loved ones is so overwhelming that even a spilled Coca-Cola becomes a cherished memory. Every drop is worth the moment.”
‘Spills’ was developed by WPP Open X, led by DAVID Miami and supported by Ogilvy PR.
CAMPAIGN CREDITS – SPILLS
Agency: DAVID Miami Client: Coca-Cola DAVID Miami Global CCO & Partner: Pancho Cassis Global COO: Sylvia Panico Managing Director: Carolina Vieira CCO: Edgard Gianesi, Rafa Donato Creative Director: Joana Plautz Sr. Art Director: Seiji Wakabayashi Sr. Copywriter: Thomas Nitti Head of Production: Brenda Morrison Fell Sr. Producer: Tomas Diego Director of Business Affairs: Barbara Karalis Business Affairs Manager: Catalina PenÞa Head of Account: Mariana D’Aprile Group Account Director: Rafael Giorgino Global Chief Strategy Officer: Paula Vampre Associate Strategy Director: Vanessa Amaral Associate Strategist: Sofia Osorio Head of Innovation and Technology: Toni Ferreira Global PR Director: Sandra Azedo Operational Manager: Larissa Cocchiaro Coca-Cola EVP & Global Chief Marketing Officer: Manolo Arroyo President, Global Coca-Cola Category: Selman Careaga VP, Creative Director Coca-Cola, TCCC: Islam ElDessouky Global VP of Integrated Marketing Experience: Vijay Parasuraman Director, Content and Creative: Chase Abraham Senior Director, Creative Strategy: Luciana Mendes Director Creative Strategy: Mariana Manso Senior Director, Creative, Coca-Cola North America: Amy Manganiello Senior Manager, Creative, Coca-Cola North America: Brionna BT Stewart Content Producer and XP Director: Erika Wolthers Sr. Analyst Immersive and Experiental: Laiìs EmiliaÞo Director Frontline Marketing Brazil: Mariana David Senior Media Manager: Maria Luisa Kruel South Zone Latam Sr Media Director: Carla Dart WPP Open X WPP Open X, Global President, Coca-Cola TM Category: Kyla Jacobs WPP Open X, Global Chief Creative Officer: Andrew Keller Moreira Estudios Retoucher: Ricardo Moreira
Color Collective Colorist: Mike Howell
Yessian CCO: Brian Yessian HOP: Michael Yessian Executive Producer: Matt Nelson EP/Managing Director: Marlene Bartos Associate Producer: Jessica Glowacki Associate Producer: Josie Palmer Composer: Jacob Steele Vocalist: Sita Steele Direct Sound Design: Jeff Dittenber Sound Designer & Audio Post: Ben Lantz Sound Designer & Audio Post: Mike Baluha Sound Designer & Audio Post: Jacob Wolf
Reconcavo Director: Nixon Freire Creative Assistant: Eduardo Saì 1st AD: Bice Costa 2nd AD: Maya Pinheiro 3rd AD: Maju Lucatelli Executive Producer: Anderson Lopes Production Manager: Cristiane Moura Production Coordinator: Daniela Guedes Locations Manager: Felipe de Saì Director of Photography: Nixon Freire 1st AC: Gabriel Prandini 2nd AC: Brenno de Carvalho Phanton Camera Technician: Rogerio dos Santos Steadycam: Sandro GalvaÞo Robotic Arm: Kombo T ART DIRECTION Art Director: Cacaì Montagnana Art Director: Victoìria Flaksbaum ART PRODUCTION Art Producer: Lelo Carvalho Art Producer: Leizeron Novais
STYLING Stylist: Ana Wainer Styling Assistant: Giovanna Styling Assistant: JoaÞo Gabriel Rosa Wardrobe Assistant: Madleine de Carvalho Seamstress: Edna Mesquita
SFX producer: Miranda Gibin SFX Assistant: Tatiana
GAFFER / GRIP Key Gaffer: Denis Peres Key Grip: Carlos Fidelis
POST PRODUCTION Post Production: Guava Post Editor: Matheus Tibira Color Grain: Acauan Pastore VFX: Flow Effects
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