For Coca-Cola’s new 'Open Like Never Before' campaign, its first since the COVID lockdowns across the globe, the brief was simple – to deliver an uplifting message about the future, while acknowledging the key moment in history that we are all living through.
Coca-Cola wanted a truly global comeback with a campaign roll-out across multiple markets. With an ever-changing release schedule, the team at Hogarth were required to be flexible and thorough in their approach, delivering at speed and scale while adhering to COVID protocols.
Hogarth was brought in during the production stage to create assets across all media to be delivered to 15 European markets. As brand guardians for Coca-Cola, every stage of the process had to be consistent. Literary scripts for voiceover work were localised to cater for cultural nuances. voiceover casting was completed in the individual markets, with recording happening in local studios, all adhering to social-distancing guidelines. Post-production, including label replacements, subtitling, cut-down creation, OOH and digital adaptations, were all created to address each country's individual media plan requirements.
Hogarth delivered hundreds of assets across 15 markets across all media, including OOH, print, DOOH, social media, TV, cinema and online, in a matter of just a few weeks. There was hundreds more assets currently in production for phase two of the campaign.