Created by DAVID Miami, the activation at São Paulo’s international airport is part of the brand’s new global ” Masterpiece” campaign; consumers will have the chance to interact with the iconic art piece “Girl with a Pearl Earring”, by Vermeer
This is Real Magic. An ice-cold Coca-Cola, straight from the digital panel, is passed into the hands of those passing through Terminal 3 at Guarulhos Airport in São Paulo. As part of its “Real Magic” platform, the brand initiated an unprecedented activation, debuting in Latin America with the recently launched “3D Deep Iconic” JCDecaux equipment created exclusively for running campaigns in three dimensions.
The activation, created by DAVID Miami, aims to deliver inspiration and magic by uniting the virtual world with the real world, where the famous art character “Girl with a Pearl Earring”, by Vermeer, will transform a digital Coca-Cola into a real, physical Coca-Cola for anyone close to the panel. The activation is part of the new global campaign “Masterpiece”, launched by the brand at the beginning of the month with the Blitzworks agency.
“At a time when the barriers between the physical and digital worlds are increasingly diminishing, Coca-Cola is aware of and integrated with this evolution, and how technology can positively impact our consumers. Promoting yet another new experience between the virtual world and physical, mixing works of art with artificial intelligence, is yet another way of showing that it is possible to create magical moments with Coca-Cola in people’s lives. Magic always happens with Coca-Cola and this is a unique experience!”, comments Ted Ketterer, director of marketing for Coca-Cola Brazil.
From the 21st to the 28th of March, the activation that mixes creativity with the latest technology will be located next to the Check-In of Terminal 3, at Guarulhos International Airport (GRU), one of the main airports in Latin America, in front of the only international departure.
The “U”-shaped equipment with an infinite border, which helps in the virtual extension and explores the exit and interaction with objects, is 13 meters wide at the front, six meters wide on each side, and three meters long. According to JCDecaux, the four high-quality LED screens elevate the viewing perspective and give an angle to the 3D perspective at various points in the lobby.
“To debut a global campaign with Coca-Cola using one of our most innovative assets, 3D technology, is a source of great pride for the entire company. This union puts into practice the power of DOOH to impact and create unique experiences of immersion and interaction for the entire audience, bringing more relevance to out-of-home in communication strategies” said João Binda, Sales Director of JCDecaux Brazil.
This is the first JCDecaux equipment in the 3D media format implemented in Latin America. In addition to Brazil, the company that is world leader in OOH media has similar equipment in South Africa, the United States, Norway and Bahrain.
To check out more about the campaign: Coca-Cola, Obra de Arte
FINAL CREDITS
Agency: DAVID Miami
Client: Coca-Cola
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Managing Director: Ricardo Honegger
CCO: Rafael Donato
Group Creative Director: Alejandro Juli
Art Director: Seiji Wakabayashi
Copywriter: Thomas Nitti
Head of Production: Brenda Morrison Fell
Sr. Producer: Natasha Louckevitch
Senior Business Affairs Manager: Barbara Karalis
Business Affairs Manager: Catalina Peña
Head of Account: Carolina Viera
Group Account Director: Rafael Giorgino
Account Supervisor: Alicia Talavera
Account Executive: Patricia Menendez
Global Chief Strategy Officer: Paula Vampre
Senior Strategist: Vanessa Amaral
Head of Innovation and Technology: Toni Ferreira
Global PR Director: Sandra Azedo
Client credits
Head of Global Creative Strategy & Content: Pratik Thakar
Director, Content and Creative: Chase Abraham
Director Creative Strategy: Luciana Mendes
Senior Creative Strategist : Mariana Manso
Content Producer and XP Director: Erika Wolthers
Media Manager: Maria Luisa Kruel
Marketing Senior Manager: Mariana David
GFX /3D Animation – Blunt Action
Creative Director: Richard Hampton
Executive Producer: Ethan Jakab
Designer: Jared Bellon
Production Company
Case Study – Sailor Studio
Executive Producer: Luccas Oliveira, Gustavo “GGA” Almeida, Leticia Cacace
Director/Creative Director: Luís Guilherme Chagas
Set Producer: Lucy Charlier
Set Producer Ass.:Juliana Millan
Production Manager: Gustavo Veloso
Production Coordinator: Fernanda Fernandes
DOP: Reginaldo Luca – Naldinho
1st AD: João Victor Quattrucci
2st AD: João Artur dos Santos
Post-Production
Executive Post Producers: Luccas Oliveira, Gustavo “GGA” Almeida
Post-Production Coordinators: Luiz Alejandre “Ryan”, Rafael Matheus
Editor: Luís Guilherme Chagas
Assistant Editor: Nildo Ferreira
Art Director: Teidy Nakao
Colorist: Reginaldo Luca – Naldinho
2D Animator: Rafael Matheus, Vitor Mendes, João Mateus
Recording Mixer: Chico Castellano
Coke Delivery Device/Machine – Bizsys
CEO: Rodrigo Cassino
Mechanical Engineer: Fernando Berengut
Assistant Mechanical: Odailton Correa
Electronic Enginner: Reginaldo Amorin
Assistant Electronic: Natan Santana
JCDecaux
Sales Director: João Binda
Sales Head: Adroaldo Gomes
Sales Head: Paolo Azevedo
Sales Manager: Denise Ribeiro
Sales Manager: Bruno Padilha
Sales Executive: Silvia Spritzer
Sales Executive: Carla Almeida
Innovation Coordinator: Paula Soares
Media Agency: OpenX
Head of Media: Vanessa Giannotti
Media Director: Carla Dart
Media Supervisor: Maria Luiza Coutinho
Media Analyst Jr.: Marcella Cardoso
Media Supervisor: Gabriela Machado
Media Manager: Ludymila Lopes
Senior Media Analyst: Adriano Alves
Blitzwork Credits: Agency created Masterpiece Spot
Global Chief Creative Officer: Ajab Samrai
Global Chief Commercial Officer: Michael Faust
Global Chief Executive Officer: Marcus Brown
Project Manager: Bryan Obonyo
Source: DAVID Miami
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