DiegoFerrite

Everyone has someone to thanks.

The Brazilian actress Isis Valverde has so many people that she needs a caravan. A caravan full o thanks. A caravan full of Coca-Cola.

In partnership with Sony and the Executive Producer Fernando Meirelles, we created a short movie to spread our new Coca-Cola Christmas concept: Give thanks through a Coca-Cola bottle. The five minutes content presents the coming back of Isis Valverde to her small countryside hometown to thanks everyone who believed and put her forward. This movie was displayed on TV, Digital and Cinemas.

Short Movie

THX BOX Activation
There is one moment in the year when giving makes more sense than receiving.

THE THX BOX is not a regular vending machine. It is a sending machine.
The logic behind the madness was to encourage gifting. Once consumers purchased one of three commemorative Coca-Cola bottles, they were tasked with depositing them in the machine - from there, they could record and send a special thank you (and the bottle) to that deserving someone.
Installed in malls and supermarkets throughout Brazil’s largest cities, Porto Alegre, Curitiba, Salvador and São Paulo, the experiential ‘THX BOX’ encouraged shoppers to share goodwill, all the while allowing them to share their messages from the machines straight onto social media platforms.
In a bid to cut through the Christmas rush, the objective was to have consumers reflect on those closes to them, and those deserving of a thank you.
During the activation, a delightful surprise: the machine was even used to send a wedding proposal.

Special Bottles

Users could choose one of the bottles, and also personalize the allubottles with thanking messages.
The friend or family member selected received a voucher, or even the bottle in their doorstep, according to the location. 

Vogon

To spread the gesture and establish Coke as a symbol of gratitude, we also created some vignettes with messages focused on consumers clusters on Youtube. 

Merchan

A famous Brazilian TV presenter used the machine to thanks his parents, wife and kids.
After that, he invited consumers to thanks someone they love with a Coke.

Site

The website worked as the campaign hub. People could watch the film and discover when the Coca-Cola Christmas Caravan would be in their city.

Snapchat Filters

The night before Christmas also brought a last surprise to Snapchaters:
Special Coke filters to thanks friends and family.