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这可乐是芬达
案例简介：概要 这个世界充满了仇视同性恋的表达，比如 “他为另一队效力” 或 “他是一个痛苦的枕头”。在巴西，最著名的表达方式之一是 “Essa Coca é Fanta”，在英语中的意思是: “那杯可乐是一种芬达”。多年来，这个表达被用来取笑该国的 LGBT + 社区。数以百计的贬义模因被创造出来，甚至歌曲，都带有歧视性的意图。在一个有着可怕的同性恋犯罪记录的国家，这不是一个轻松的笑话。是时候让我们做些什么了。 结果 -10亿媒体对当地市场想法的印象，媒体花费 0 美元。-谷歌搜索栏是巴西最好的流行文化温度计之一，我们在没有媒体花费的情况下改变了它，只有有机的接触和参与。如果你过去在谷歌上搜索 “Essa Coca É Fanta”，搜索中出现的第一件事就是恐同模因，所有这些都与恐同词有关。现在，“Essa Coca é Fanta” 与赋权和骄傲术语有关。-谷歌历史上最大的搜索术语 “可口可乐是一种芬达”。-灵感来自商品销售，如 t恤、马克杯甚至手机套。-“可乐是幻想曲” 激发了数百种服装设计，是推特上最受欢迎的狂欢节热门话题之一。-可以将一个恐同表达变成一个授权声明。 执行 可口可乐拥有这两个品牌，我们有最好的情况。我们创造了特殊的标志性红色可口可乐罐，表面印有信息: “这种可乐是芬达。那么，什么？”。最后，我们有了最终产品，一杯含有芬达的可乐。最初的罐头设计很快成为了一种象征，接管了社交媒体，然后在巴西狂欢节上取得了巨大成功，人们制作自己 DIY 的古柯/芬达瓶子，甚至服装。 活动描述 为了支持国际 LGBT + 骄傲日，可口可乐设计了一款限量版罐头。一种红色可乐罐，里面有橙色芬达，上面写着: “那杯可乐是芬达。那又怎样？“一个忽略标签、挑战偏见和赋予人们权力的特殊罐头。表明可乐是芬达没有什么错。带有这个简单信息的标志性罐头是故意设计成反对偏见的声明。
这可乐是芬达
案例简介：Synopsis The world is full of homophobic expressions such as “He plays for the other team” or “He is a pillow bitter”. In Brazil, one of the most famous expressions is “Essa Coca é Fanta” which in English means: “That Coke is a Fanta”. For years, this expression was used to make fun of the LGBT+ community in the country. Hundreds of pejorative memes were created and even songs, all with the discriminatory intentions. This is no light joke in a country with a terrible record on homophobic crimes. It was time for us to do something about that. Outcome - 1 Billion media impressions for a local market idea, with 0 U$ media spent. - Google search bar is one of the best thermometer of pop culture in Brazil and we changed it without media spent, only organic reach and engagement. If you searched “Essa Coca É Fanta” on Google in the past, the first thing that pops up on search was homophobic memes, all related to homophobic words. Now, “Essa Coca é Fanta” is related to empowerment and pride terms. - Biggest search on Google history for the term “That Coke is a Fanta”. - Inspired knock off merchandising such as t-shirts, mugs and even cell phone covers. - “Cokes that are Fantas” inspired hundreds of costume designs, among the most popular during Carnival - Trending topic on Twitter. - The can changed a Homophobic expression into a empowering statement. Execution With Coca-Cola owning both brands, we had the best-case scenario. We created special iconic red Coca-Cola cans with the message printed on the surface: “This Coke is a Fanta. So, what?”. By the end we had the final product, a Coke with Fanta inside. What started as a can design quickly became a symbol, taking over social media, then being a huge success at the Brazilian Carnival, with people making their own DIY Coca /Fanta bottles and even costumes. CampaignDescription In support to international LGBT+ pride day, Coca-Cola designed a limited edition can. A red Coke can with orange Fanta inside, featuring the message: “That Coke is a Fanta. So what?” A special can that ignores labels, challenges prejudice and empowers people. Showing that there’s nothing wrong about a Coke being a Fanta. The iconic cans carrying this simple message were intentionally designed to become a statement for the fight against prejudice.
This Coke is a Fanta
案例简介：概要 这个世界充满了仇视同性恋的表达，比如 “他为另一队效力” 或 “他是一个痛苦的枕头”。在巴西，最著名的表达方式之一是 “Essa Coca é Fanta”，在英语中的意思是: “那杯可乐是一种芬达”。多年来，这个表达被用来取笑该国的 LGBT + 社区。数以百计的贬义模因被创造出来，甚至歌曲，都带有歧视性的意图。在一个有着可怕的同性恋犯罪记录的国家，这不是一个轻松的笑话。是时候让我们做些什么了。 结果 -10亿媒体对当地市场想法的印象，媒体花费 0 美元。-谷歌搜索栏是巴西最好的流行文化温度计之一，我们在没有媒体花费的情况下改变了它，只有有机的接触和参与。如果你过去在谷歌上搜索 “Essa Coca É Fanta”，搜索中出现的第一件事就是恐同模因，所有这些都与恐同词有关。现在，“Essa Coca é Fanta” 与赋权和骄傲术语有关。-谷歌历史上最大的搜索术语 “可口可乐是一种芬达”。-灵感来自商品销售，如 t恤、马克杯甚至手机套。-“可乐是幻想曲” 激发了数百种服装设计，是推特上最受欢迎的狂欢节热门话题之一。-可以将一个恐同表达变成一个授权声明。 执行 可口可乐拥有这两个品牌，我们有最好的情况。我们创造了特殊的标志性红色可口可乐罐，表面印有信息: “这种可乐是芬达。那么，什么？”。最后，我们有了最终产品，一杯含有芬达的可乐。最初的罐头设计很快成为了一种象征，接管了社交媒体，然后在巴西狂欢节上取得了巨大成功，人们制作自己 DIY 的古柯/芬达瓶子，甚至服装。 活动描述 为了支持国际 LGBT + 骄傲日，可口可乐设计了一款限量版罐头。一种红色可乐罐，里面有橙色芬达，上面写着: “那杯可乐是芬达。那又怎样？“一个忽略标签、挑战偏见和赋予人们权力的特殊罐头。表明可乐是芬达没有什么错。带有这个简单信息的标志性罐头是故意设计成反对偏见的声明。
This Coke is a Fanta
案例简介：Synopsis The world is full of homophobic expressions such as “He plays for the other team” or “He is a pillow bitter”. In Brazil, one of the most famous expressions is “Essa Coca é Fanta” which in English means: “That Coke is a Fanta”. For years, this expression was used to make fun of the LGBT+ community in the country. Hundreds of pejorative memes were created and even songs, all with the discriminatory intentions. This is no light joke in a country with a terrible record on homophobic crimes. It was time for us to do something about that. Outcome - 1 Billion media impressions for a local market idea, with 0 U$ media spent. - Google search bar is one of the best thermometer of pop culture in Brazil and we changed it without media spent, only organic reach and engagement. If you searched “Essa Coca É Fanta” on Google in the past, the first thing that pops up on search was homophobic memes, all related to homophobic words. Now, “Essa Coca é Fanta” is related to empowerment and pride terms. - Biggest search on Google history for the term “That Coke is a Fanta”. - Inspired knock off merchandising such as t-shirts, mugs and even cell phone covers. - “Cokes that are Fantas” inspired hundreds of costume designs, among the most popular during Carnival - Trending topic on Twitter. - The can changed a Homophobic expression into a empowering statement. Execution With Coca-Cola owning both brands, we had the best-case scenario. We created special iconic red Coca-Cola cans with the message printed on the surface: “This Coke is a Fanta. So, what?”. By the end we had the final product, a Coke with Fanta inside. What started as a can design quickly became a symbol, taking over social media, then being a huge success at the Brazilian Carnival, with people making their own DIY Coca /Fanta bottles and even costumes. CampaignDescription In support to international LGBT+ pride day, Coca-Cola designed a limited edition can. A red Coke can with orange Fanta inside, featuring the message: “That Coke is a Fanta. So what?” A special can that ignores labels, challenges prejudice and empowers people. Showing that there’s nothing wrong about a Coke being a Fanta. The iconic cans carrying this simple message were intentionally designed to become a statement for the fight against prejudice.
这可乐是芬达
暂无简介
This Coke is a Fanta
暂无简介
基本信息
- 广告战役： #可口可乐-设计与品牌-e432#
- 广告品牌： 可口可乐
- 发布日期： 2000
- 行业领域： 烟酒/送礼 , 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
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获得奖项：
- Cannes Lions 2018 金奖 媒介应用（Sectors > Corporate Social Responsibility (CSR) / Corporate Image）
- Cannes Lions 2018 金奖 公关活动（Sectors > Food & Drink）
- Cannes Lions 2018 金奖 公关活动（Single Country Campaign）
- Cannes Lions 2018 银奖 直效（Excellence > Single Country Campaign）
- Cannes Lions 2018 银奖 公关活动（Low Budget / High Impact Campaign）
- Cannes Lions 2018 铜奖 设计（Special Editions & Promotional Packaging）
- Cannes Lions 2018 铜奖 直效（Channels > Mailing）
- Cannes Lions 2018 入围 直效（Excellence > Low Budget / High Impact Campaign）
- Cannes Lions 2018 入围 媒介应用（Channels > Use of Ambient Media: Small Scale）
- Cannes Lions 2018 入围 媒介应用（Use of Brand or Product Integration into a Programme or Platform）
- Cannes Lions 2018 入围 可持续发展目标（Reduced Inequalities）
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