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#‎MarCCreativity‬ COCA- COLA “ĐỔ” NIỀM HẠNH PHÚC VÀO INTERNET?
Client: Coca- Cola
Agency: Wieden & Kennedy
.
BỐI CẢNH:
Trong hầu hết các năm qua, Super Bowl là chương trình được theo dõi nhiều nhất trên truyền hình Mỹ. Quảng cáo của Coca-Cola tại Super Bowl 2015 đã lấy ý tưởng từ thực tế và thể hiện những tiêu cực trực tuyến như hăm dọa, tẩy chay nhau trên mạng,..làm social media mất đi ý nghĩa của nó.
Ý TƯỞNG LỚN:
Coca- Cola đã khoác lên mình sứ mệnh là làm cho các trang web trở thành một nơi hạnh phúc hơn. Câu chuyện trong TVC kể về ai đó vô tình làm đổ một chai Coca- Cola trên một server, làm mạch hạnh phúc lan chảy khắp các trang web. Frame cuối cùng đã tạo ra hashtag #‎MakeItHappy‬ và lan tỏa không ngừng, đem đến hạnh phúc cho mọi người.
CÁCH THỨC TRIỂN KHAI:
Tương tự như những lần tổ chức Super Bowl trước, quảng cáo sẽ được giới thiệu trên web và truyền hình. Coke đã đăng bốn đoạn video nhỏ trên các kênh xã hội, tập trung vào đối tượng mục tiêu là thiếu niên và những người nổi tiếng đã có những hành vi tiêu cực trực tuyến, kể cả tay đua xe Danica Patrick và cầu thủ bóng đá Michael Sam. Đồng thời, họ cũng là đối tác với DoSomething.org- một tổ chức cộng đồng 3,3 triệu người giúp lan truyền tầm quan trọng của việc làm cho Internet trở thành một nơi hạnh phúc hơn.
Sẽ thế nào nếu thế giới mạng trở thành một nơi hạnh phúc hơn? Hãy cùng MarC xem đoạn TVC 60 giây và cùng cảm nhận nhé!
Link TVC: https://www.youtube.com/watch?v=ibgvkXm9Qkc
Nguồn: http://creativity-online.com

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