1
TABLE OF CONTENTS 2
The Team
1
Background
2
Executive Summary
3
Insights
4
Final Concept
5
Progress
6
Conclusion
7
3
THE TEAM Through visuals, copy, digital and research, we are storytellers. Our educational backgrounds range from advertising to journalism at Grady College, and our interests span diverse fields and niche topics. Our perspectives are unique, but each of us strives to connect through our work. We have developed new ideas and an excitement for contributing to brand stories. The Coca-Cola Company was a part of our upbringings, and through One Pop Stop, we are excited to tell part of the journey.
JAKE MACCRACKEN
BRIDGET RILEY
HANH NGUYEN
VIRA HALIM
Account Executive
Project Manager
Digital Specialist
Public Relations
NATALIE MATA
MATT MESA
KINSEY WHITE
Fetch Strategist
Copywriter
Art Director
4
5
6
OUR MISSION Talking Dog is The University of Georgia’s premiere full-service student-run agency. Staffed by some of the best creative and analytical minds at UGA. We deliver innovative campaigns built on a foundation of in-depth research, unique insights and stellar creative.
7
OUR CLIENT The Coca-Cola Company is an international soft-drink and beverage company. Founded in 1886 in Atlanta, GA, Coca-Cola has grown from a single brand to owning over 500 unique brands. At least twenty of those brands are worth over an estimated $1 billion dollars. Coca-Cola sells products in over 200 different countries, and holds the title of the most recognizable brand globally. Make no mistake, Coca-Cola is known for more than just their products. Their holiday campaigns and use of mascots like the polar bear have become heavily associated with the holiday season.
8
9
CREATIVE BRIEF 10
“Create a modern artistic pop-up as the ultimate expression of the Coca-Cola experience.� - Creative Brief
11
OUR CHALLENGE The Coca-Cola experience is unlike any other in that it is deeply rooted in American culture. The tradition spans many generations and is woven into the fabric of our everyday lives. Coca-Cola continues to embrace expression, collaboration and optimism to shape its legacy, but the status of its legacy is in question. With a growing beverage market, Coca-Cola has lost what made it what it was for the past 132 years: its specialness. To keep the legacy alive, Coca-Cola must find new and innovative ways to reconnect with generations who have lost touch with the magic of Coca-Cola.
12
OUR SOLUTION Today’s disposable world thrives on immediacy and change but allows little opportunity for permanence and reflection. We want to create spaces that allow for a pause by encouraging spontaneous interactions that leave a lasting impact. Together, we have the strength to spark hope, inspiration and surpass boundaries we may see for ourselves as individuals. The pop-up environment will provide an opportunity for people to experience something truly special through the sensory experience of a Coca-Cola. While immersed in the Coca-Cola experience, they will foster an appreciation of community involvement and communal impact.
13
EXECUTIVE SUMMARY 14
CHALLENGE In today’s ever-increasing beverage offerings, Coca-Cola was losing their place in the marketplace. When surveyed, consumers stated that Coca-Cola was not as unique or different as they used to be when compared to the current drink landscape. Coca-Cola has lost their mojo, and they needed a way to reinvigorate their brand with current consumers. We were challenged with bringing the specialness and magic inside every ice cold bottle of Coca-Cola to life through an immersive, highly sensory artistic experience.
CONCEPT The goal of One Pop Stop is to build upon the brand’s connection with Generation Z by creating an immersive and sensory pop-up experience. Artists from around the world will come together and inspire a sense of wonder through works that feature hyperbolic elements alluding to the characteristics of Coca-Cola. These five artists will each create installations that are uniquely interactive for visitors who will not only be able to see but also touch, taste, smell and hear Coca-Cola qualities through these works. One Pop Stop will also strengthen the connection with consumers by drawing light to the company’s values. Optimism, creativity and a little bit of whimsy will shine through and resonate with visitors.
STRATEGY Before the construction and launch of the pop-up, digital and out-of-home activation strategies would take place as part of the preface of the One Pop Stop story. The goal of the digital strategies is to reach social media natives on Instagram, the most visual and optimal platform for Gen Z consumers, through a video promoting the artists’ collaboration in the pop-up. Specialized CocaCola trucks will nod to the history of Coca-Cola while also sparking curiosity for the upcoming popup. The final out-of-home tactic will feature an optimistic twist on a construction site that will evoke a refreshing pause from the ordinary. Austin,TX // Denver, CO // Nashville, TN // San Diego, CA were selected for the strong presence of the targeted age group as well as each city’s visually-centric social presence.
15
COMPETITIVE ANALYSIS 16
S
W
O
T
STRENGTH
WEAKNESS
OPPORTUNITY
THREAT
Brand recognition is
Less “healthy� brand
Stronger rebranding
Indirect competitors (e.g.
international - 94% of
offerings compared to
messages for healthier
Starbucks, Dunkin, etc.)
brand recognition
competitors
options
taking away market share
Partnerships with
Lack of overall
Packaging innovations
Federal legislation against
various venues
sustainability methods,
for sustainability
sugary products
such as water Sports, Concerts, etc.
management
Obesity links to consumption of Coca-Cola
Robust Distribution
Low product
Networks
diversification overall
Brand associations with
(no food items)
less healthy options (e.g. McDonalds, fast food chains) Decline in soda consumption
17
COMPETITIVE ANALYSIS Pepsi is Coca-Cola’s main competitor in the beverage market Pepsi is a brand under PepsiCo, which is an international food and beverage manufacture Pepsi holds only an 8.3%, market share, compared to Coca-Cola’s 17.8% current share Pepsi’s current marketing strategy is “nostalgia re-imagined,” which attempts to appeal to past generations of consumers while integrating new marketing materials for the next generation of beverage consumers Due to the lack of innovation available in the beverage space, both Pepsi and Coca-Cola must focus on establishing strong brand identity and maintaining these relationships with their consumers
18
19
BRAND IDENTITY 20
LOGOS MAIN LOGO
CONTOUR BOTTLE
DYNAMIC WAVE
21
COLOR PALETTE
Black
Coke Red
Silver
White
PMS = Black
PMS = (no equivalent)
PMS = Opaque White
PMS = Opaque White
C=0, M=0, Y=0, K=100
C=4, M=100, Y=95, K=0
C=0, M=0, Y=0, K=0
C=0, M=0, Y=0, K=0
R=0, G=0, B=0
R=244, G=0, B=9
R=255, G=255, B=255
R=255, G=255, B=255
Hex = 000000
Hex = F40000
Hex = FFFFFF
22
TYPOGRAPHY TYPOGRAPHY USAGE Primary Font
Gotham Bold should be used for headlines on all executions and brand communications.
Body Copy
Gotham Book should be used for body copy on all brand communications.
Secondary Font
Gotham medium should be used for functional messages only, such as pricing or a call to action.
Substitute Font
When Gotham is unavailable, the Arial font may be used as a replacement. Should never be used in consumer executions.
Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
23
TARGET MARKET 24
TIME
INTERESTS
SUSTAINABILITY
EXPERIENCES
Increasingly busy schedules
Latest tech, comics, music, board games, cooking, entertainers
1/3 buy from brands based on their social and environmental impact
Prefer experience over products
25
26
MEET MIA College sophomore Mia always has her phone with her and checks social media periodically throughout the day. She is known by her friends for making great playlists on her Spotify premium account. She is always looking for new and artistic content to post on her Instagram, because her friends told her she posts too many pictures of dogs.
27
POP-UP INSIGHTS When tasked with creating an interactive and immersive experience for Coca-Cola, we decided to do some preliminary research into what makes a pop-up more than just a popup. We have found some helpful insights that has guided us throughout the entire creative process.
28
THE NUMBERS
98%
74%
According to EventTrack, 98% of consumer create digital/social content and 100% of those shared said content.
According to EventTrack, 74% of event attendees stated having a more positive opinion of a brand/product being promoted after an event.
29
SOME QUOTES Observing a work of art or climbing a mountain actually invites us to create meaning in our lives. But in these spaces, the idea of “interacting” with the world is made so slickly transactional that our role is hugely diminished. Stalking through the colorful hallways of New York’s “experiences,” I felt like a shell of a person. - New York Times
Since there is a positive relationship between a consumer’s emotional experience and attitude (Wood and Moreau, 2006), marketers and retailers may be wise to ensure that pop-up retail emotionally engages the customer in a positive manner. The goal of pop-up retail should be to begin a long-term consumer relationship, resulting in growing emotional attachment to the firm’s products, services, or brands. - Psychographic Characteristics Affecting Behavioral Intentions Towards Pop-up Retail
30
REQUIREMENTS To satisfy these consumers, pop-up retail must create an environment that:
1
2
3
Highly authentic and experiential
Focuses on promoting new product or brand attributes
Enables face-to-face dialogue with brand representatives
31
- Psychographic Characteristics Affecting Behavioral Intentions Towards Pop-up Retail
ONE POP STOP Final Concept 32
FINAL CONCEPT This experience promotes a sense of togetherness through its quirky humor, effervescent atmosphere and unique sensory experiences. The unexpected elements and serendipitous nature of this pop-up remind people that there is magic in everything, the same magic that exists within each bottle of Coca-Cola.
33
INSPIRATION The positive messaging and hand-drawn elements from Coca-Cola’s “#Refresh the Feed” Instagram campaign served as the main inspiration for this final concept. Elements from all three of our previous concepts were pulled to help ____ craft this final iteration. Hyperbolic elements help to create a sense of wonder and amazement sensory experiences that surprise and engage the audience, without losing a sense of whimsy. Messages of optimism will remind people of the beauty all around us in the world.
34
35
ARTISTS
Timothy Goodman
Emmanuelle Moureaux
Christoph Niemann
Daniel Rozin
Kohei Nawa
36
LAYOUT
37
ROOM OVERVIEW
38
INDIVIDUAL ROOMS 39
ENTRANCE
40
ABOUT THE ROOM Imagine you are on your lunch break and headed to your favorite bagel place when you see a giant coca-cola bottle jutting out of a building. That is exactly what people in four different lucky cities are going to see. Naturally, you get in line for the pop-up, and while in line you will be able to pose for a picture with a hyperbolic Coca-Cola bottle cap with “One Pop Stop� engraved on it. Then it will be your turn to enter the pop-up and begin your journey to discovering the magic that is within each bottle of Coca-Cola.
41
WIND ROOM
42
ABOUT THE ROOM The first thing you notice when you open a bottle of Coca-Cola is the carbonation, which is what inspired this room. The room itself is very minimalistic, with a single pedestal in the middle of the room that has a bottle of Coca-Cola on top of it. The label reads “open me” and when you go to open it, you are met with a gust of wind and light sprinkle of mist. When this happens, the screens on the wall will reveal the word “Surprise” in the corner. This room is meant to represent the effervescence of Coca-Cola by providing a whimsical and unexpected surprise.
43
FOAM ROOM
44
ABOUT THE ROOM After opening a bottle of Coca-Cola, the next thing you notice after the carbonation is the fizz, which is what inspired this next room. When you walk into this room, it really feels like you are inside a bottle of Coca-Cola. There is a maze of foam to walk through and the walls will be fitted with the same glass-like material used in the entrance of the pop-up. This room features several sensory elements to fully immerse people in the experience: The sounds of fizz will be playing from speakers, the syrupy smell of a Coca-Cola will waft through the air and the room will be slightly chilled, since a Coca-Cola is best served cold. There will also be several nooks and crannies to explore, like small tunnels people can crawl under so that people can have a private moment to take in the room or to take pictures. This room represents the “wonder� of Coca-Cola, by taking you to a place you could only dream of.
ARTIST: Kohei Nawa Nawa is a renowned Japanese artist who works with a diverse set of mediums. His most notable work comes from his foam installation. For this concept, Nawa would create an interactive foam room representative of the inside of a Coca-Cola bottle.
45
TRANSITION
46
ABOUT THE ROOM This space is meant to be a transition from the extrinsic elements of Coca-Cola into the more intrinsic elements. The walls in this space will feature the work of Timothy Goodman, who uses typography to create visually dynamic pieces out of positive messages. The door at the end of this space will have “Pop On In” in large letters and will illuminate when touched. Multiple people will work together to illuminate the whole phrase and open the door to the next room.
ARTIST: Timothy Goodman Goodman is an American artist who specializes using typography to create dynamic visuals. Humor and positivity are key elements of his work, which is exactly what this concept aims to achieve. Goodman would create an installation in the transition space that features our tagline “Pop On In.”
47
CENTER
48
ABOUT THE ROOM Much like the center of an actual bottle of Coca-Cola, the center of our pop-up focuses on the label. This room represents the community aspect of Coca-Cola, since Coca-Cola is known for bringing people together. This circular room features two identical labels, one on each side of the room, that act as a photo opportunity. The copy on these labels are their most notable feature. The ingredients on the label feature ingredients such as “optimism” and “joy” along with percentages. Using facial recognition technology, these percentages will change. For example, as more people enter the picture, the percentage of optimism will increase, and as more people smile the amount of joy will increase. The other copy is meant to be cheeky to make these photos Instagram worthy with phrases like “LookingSodiumGood” and “Vitamin D-elightful”. The center of this room features a hyperbolic Coca-Cola contour bottle, with bubbles coming out of the top. These bubbles are an art piece by Emmanuelle Moreaux, who will incorporate our color palette in order to create a dynamic gradient effect.
ARTIST: Emmanuelle Moureaux Moureaux is a French artist based out of Tokyo, who is known for implementing color throughout her installations. Working within our color palette, Moureaux would create a piece consisting of bubbles which would radiate from the top of the centerpiece in the Center room.
49
VENDING MACHINE
50
ABOUT THE ROOM When you leave the center, you’ll find yourself in a hallway that has a giant vending machine at the end of it. Upon closer inspection, you’ll notice that all of the bottles in this machine look the same, except for one (red, with a question mark on it). When you select this bottle (B-Kind), the door will swing open.
ARTIST: Daniel Rozin Rozin is an Israeli-American artist who specializes in interactive digital art. In this final concept, Rozin will be creating an installation in the vending machine room made out of recycled CocaCola cans. This piece would act as a mirror and mimic the movements of the people in the room.
51
TASTE ROOM
52
ABOUT THE ROOM When you enter this room, you will see a colorful wall with a Rube Goldberg machine against the wall. Parts of it are illustrated, and parts of it are 3D. In order to start the machine, you will place your empty contour bottle on a dispenser with a sensor pad. The Rube Goldberg machine will roughly follow the experience of the pop-up, starting with wind to cause a chain reaction that leads to foam rising, a marble rolling down labels and into the coin slot of a vending machine, which will cause a mechanism to release Coca-Cola up into pipes over your head and down into your glass. Very “Willy Wonka.� This room is meant to represent the refreshing nature of Coca-Cola, by giving you not only a refreshing sample but also a refreshing take on how a Coca-Cola can be enjoyed. After you drink your Coca-Cola sample, you will place your bottle on a turnstile, which will trade you a limited edition bottle of Coca-Cola inspired by the pop-up for your sample bottle.
ARTIST: Christoph Niemann Niemann is an artist, illustrator, and author originally from Germany. Currently, Niemann illustrates a blog for the New York Times. For this concept, Niemann would illustrate parts of the Rube Goldberg machine in the Taste room.
53
DISPLAY WALL
54
ABOUT Each of the four cities will have one featuring its name, as well as a gorgeous mosaic created by Coca-Cola bottle caps. This display wall serves as one last photo opportunity as well as providing an instantly recognizable and iconic feature of the pop-up.
55
VISUAL IDENTITY 56
LIMITED EDITION LABEL
57
FINAL LOGO
58
ONE POP STOP TAGLINE Pop on in
HASHTAG #APopOf
59
MOODBOARD
60
SHADES & TINTS COLOR PALETTE
The inspiration for this color palette came from the iconic Coca-Cola red. Shades and tints of that red were added to create a visually dynamic palette, while still staying on brand.
CMYK: 27.100.100.36 CMYK: 13.100.100.7 CMYK: 0.100.100.0 RGB: 120.0.0 RGB: 183.0.0 RGB: 244.0.0 HEX: 7a0000 HEX: b70000 HEX: f40000
CMYK: 0.99.87.0 RGB: 246.51.51 HEX: f86666
CMYK: 0.54.27.0 RGB: 251.153.153 HEX: fb9999
CMYK: 0.0.0.0 RGB: 255.255.255 HEX: ffffff
61
CAMPAIGN 62
CAMPAIGN OVERVIEW
GOAL Remind people of the specialness of Coca-Cola through the pop-up experience
KEY MESSAGE Coca-Cola invites you to participate in this immersive experience
TIMELINE May - August: Promotions and Pop-Ups
63
LOCATIONS We wanted to choose cities that are growing markets, instead of cities like New York or Chicago, that are saturated with pop-up experiences. These cities have a large population within our target demographic and are “visually vain�, which is perfect for a pop-up that is heavily influenced by artists.
64
RESEARCH AUSTIN, TX Median age: 32.7 University of Texas at Austin ~15,390 graduates Austin Community College District ~2,889 graduates Saint Edward’s University: ~1,168 graduates
DENVER, CO Median age: 34.4 University of Colorado Denver: 4,997 graduates University of Denver: 4,307 graduates Metropolitan State University of Denver: 3,557 graduates
SAN DIEGO, CA Median age: 34.6 San Diego State University: 8,984 graduates University of California- San Diego: 7,724 graduates National University: 5,182 graduates
NASHVILLE, TN Median age: 34 Vanderbilt University: 4,486 graduates Belmont University: 1,846 graduates Nashville State Community College: 1,573 graduates 65
PROMOTIONAL IDEAS Digital Executions 66
MEDIA PLAN
67
VIDEO FRAME 1
FRAME 2
FRAME 3
FRAME 4
FRAME 5
FRAME 6
68
VIDEO EXPLANATION FRAME 1: Kohei Nawa is seen opening a door and getting sucked into the foam and into the pop-up location. FRAME 2: Timothy Goodman is seen taking a break from working on his mural and opening a bottle of Coca-Cola and a gust of wind comes from the bottle and he is blown to the pop-up. FRAME 3: Emmanuelle Moureaux is seen working on her artwork where she suddenly begins floating with her bubbles and flies to pop-up location. FRAME 4: Daniel Rozin is seen working on his artwork and then stopping by a vending machine to grab a Coca-Cola. When he puts his dollar in, the vending machine opens and he walks inside into the pop-up. FRAME 5: When the artists arrive to the pop-up space, Christoph Niemann is seen sitting on a table waiting for the artists. He sets a bottle of a Coca-Cola (with a custom label) after taking a sip, and says “Let’s get to work”. FRAME 6: Camera will pan in on the label of the bottle with the pop-up name and the date.
69
SOCIAL MEDIA PAID
Instagram Paid Ads: Pulsing schedule with a higher concentration of ad scheduling one month prior to the opening of the pop-up
70
SOCIAL MEDIA EARNED
Instagram Stories: Sharing consumers stories throughout pop-up dates
71
PROMOTIONAL IDEAS Out of Home 72
MEDIA PLAN
73
74
TRUCKS WHAT For one week, these trucks will be driving around and handing out custom label Coca-Cola bottles. The label on these bottles features our tagline “Pop On In” on the front, with the date/ location on the back. The truck has “Treat yourself to something wonderful” on it, referring to both the bottle they receive and the pop-up itself. The bottles serve as a physical invitation to the pop-up, reminding them to come to the pop-up on the opening date.
WHY Ice cream trucks are seen as a “positive disruption”, and this is where we drew our inspiration from. The joy and optimism they bring is something we want to emulate with this concept, while also handing out invitations to the pop-up.
RESEARCH Our research shows that Gen Z values experiences and personal relationships with brands. This truck idea would provide face-to-face interaction and the bottle people will receive will be the same one that was featured in the video.
75
76
CONSTRUCTION WHAT A construction site overhaul, turning what was once an inconvenience into a happy detour. This Willy Wonka-esque construction site has plenty to explore from manholes with bubbles coming out of it, to scaffolding monkey bars and even “wet concrete� you can run across (it is cornstarch and water.)
WHY Construction sites are typically seen as an eyesore and an inconvenience. We wanted to reimagine what a construction site could be and remind people that there is magic in everything if you know where to look.
RESEARCH Going off the idea that our target audience values experience, this idea would be perfect for people walking by this high foot traffic area. This idea gives an opportunity for people who are both busy and those who have some extra time on their hands.
77
MEDIA LIST
78
PRESS RELEASE This summer, a reimagined experience of Coca-Cola will pop up in four cities across the United States. Throughout its history, Coca-Cola has strived to transcend the identity of a soft drink brand into a genuine source of optimism. The company is celebrating its diverse consumers with a campaign inspired by a desire to disrupt the ordinary. In just a few months, One Pop Stop will connect with people through a series of multisensory artistic expressions that engage and surprise in a feel-good experience for all. Five artists will express uniquely interactive styles in an unconventional space to shape the One Pop Stop experience. The creative minds of Kohei Nawa, Emmanuelle Moureaux, Timothy Goodman, Daniel Rozin and Christoph Niemann will bring to life Coca-Cola characteristics in an experiential journey for visitors. These installations go beyond static displays to transform viewers into actors. Daniel Rozin parallels Coca-Cola’s global focus on developing sustainable communities through his work with recycled materials. Rozin merges these ideals with imaginatively interactive elements. Through colorful geometric layers, Moureaux’s work creates new dimensions and a sense of wonder. In a previous installation, she physically illustrated the effervescence of Coca-Cola and left an impression with vibrant, bold colors. Nawa’s surreal, otherworldly installations embody the physical elements of the universe that manifest in qualities of Coca-Cola. Timothy Goodman has fostered a genuine connection and love for Coca-Cola. Goodman’s thoughtfully optimistic typography art inspires whimsy and joy, sentiments that are heightened in the freedom of the summer months. Each artist has adopted a following and bridges unique interests together. Enjoying a Coke is a timeless experience of refreshment, but One Pop Stop goes beyond taste to refresh the other senses. In our world today, we have the ability to connect with new people and places better than ever before. One Pop Stop merges styles from Germany, Japan and the United States for a new perspective on a classic experience. The sensory pop-up will travel to Austin, Denver, Nashville and San Diego.
79
CONSUMER JOURNEY
DIGITAL
TRUCKS
CONSTRUCTION
80
Consumers will see the sponsored video ads on the Instagram feeds and this will represent the introduction of One Pop Stop and get them familiar with the name and the dates. The trucks will serve as a reminder of the pop-up for people who have already seen the ads and get a physical invitation to One Pop Stop. The construction ideas will get people excited to participate in this experience. Throughout May-August, people are being made aware of this pop-up and being reminded of this experience so when the pop-up opens, everyone is super excited to see what Coca-Cola wants to share with them.
81
SUMMARY
SUMMARY 82
OVERVIEW PROBLEM Coca-Cola has lost its specialness and needs to reconnect with consumers with the brand
SOLUTION An immersive and highly interactive campaign that includes a pop-up experience with artists
CONCEPT We invite consumers on a multisensory journey through the experience of enjoying the refreshing taste of a Coca-Cola
CAMPAIGN A multiplatform journey leading up to One Pop Stop
83
CONCEPTS 84
CONCEPT 1: ECOKESYSTEM CONCEPT 2: CULTURAL ROOMS CONCEPT 3: MAZE
85
ECOKESYSTEM Concept 1 86
87
SUSTAINABLE POP-UP This pop-up demonstrates the beauty of our world while emphasizing the importance of nature in a way that doesn’t feel preachy. By playing with proportion, this message is delivered in a manner that is whimsical, refreshing, and palatable. Reimagining everyday items on a larger scale inspires feelings of wonder and amazement and reminds people that there is beauty in everything if you take the time to look for it. Sustainability is something that can only exist with community, which is a key emphasis of this popup. The pop-up encourages participants to share experiences with the friends they brought and the ones they make along the way. Natural elements reinforce the message of sustainability through the stunning visions of various artists.
INSPIRATION The world is a rapidly changing place and there is growing concern over sustainability and ecologically-friendly practices, particularly among younger generations. Ecokesystem aims to show that Coca-Cola not only respects, but reflects these values. Ecokesystem utilizes hyperbolic elements to instill a sense of wonder and amazement among everyone who steps through its door. A unique sensory experience also help to fully immerse participants in the fantasy Ecokesystem creates.
88
89
RESEARCH One of Coca-Cola’s company values lays in the leadership it takes to help build a better future, and this pop-up shows that Coca-Cola is willing to practice what it preaches. Additionally, Coca-Cola aims to be a responsible global citizen by supporting and building sustainable communities.
94%
89%
65%
81%
Of Gen Z believe companies should help address social and environmental issues
Would rather buy from a company supporting social and environmental issues over one that does not
Pay attention to company’s CSR efforts when deciding what to buy
Believe they can have an impact on social or environmental issues by using social media
90
STRUCTURE
ABOUT THE SPACE Set in a large open space to make room for hyperbolic elements, with walls separating the outside world from the pop-up.
91
ENTRANCE
ABOUT THE ROOM A hyperbolic contour bottle laid on its side serves as the entrance people walk through. Made out of a glass-like material.
92
OUTSIDE CAVE
ABOUT THE ROOM Pushing aside larger-than-life blades of grass would reveal the entrance to a large cave with plenty of surprises waiting inside.
93
INSIDE CAVE
ABOUT THE ROOM Features installations by projection artists TeamLab such as: a waterfall, pond, and interactive lily pads that people could jump on.
ARTIST: Teamlab An art collective from Japan comprised of “ultratechnologists� that use projection to create otherworldly and magical displays. For this collaboration, TeamLab would create a waterfall and pond which were going to be set inside of the cave.
94
MUSHROOM
ABOUT THE ROOM Hyperbolic mushrooms designed by Yayoi Kusama that served as a photo-op outside of the cave. The underside of these mushrooms featured recycled Coca-Cola bottles. “Spores” would be occasionally released, which led to the iconic Coca-Cola syrupy smell to waft through the air.
ARTIST: YAYOI KUSAMA Kusama is a contemporary Japanese artist whose conceptual work has won her international recognition. Primarily focused on installation and sculpture, Kusama also works in a number of other mediums. The mushrooms on the outside of the cave are the perfect surface for Kusama’s colorful art, naturally she would have complete creative control over what these mushrooms looked like.
95
CENTERPIECE
ABOUT THE ROOM A hyperbolic Coca-Cola contour bottle that featured artwork by Daniel Rozin.
ARTIST: Daniel Rozin Rozin is an Israeli-American artist who specializes in interactive digital art. Specifically, Rozin utilizes recycled materials which perfectly aligns with the focus on sustainability in this concept. For this installation, Rozin would design moving panels to be fitted on the Coca-Cola contour bottle centerpiece.
96
DANDELIONS
ABOUT THE ROOM A small dandelion grove in which people could explore. Dandelions would be free-standing in this space, and when blown into released bubbles. The stem of these dandelions contained a hose to keep the center of the dandelion filled enough to produce bubbles.
97
TREE SWINGS
ABOUT THE ROOM A hyperbolic tree made out of recycled materials, to reinforce messages of sustainability. Featured a tree swing shaped like a Coca-Cola bottle cap to add a level of interactivity.
98
TRANSITION
ABOUT THE ROOM A giant log served as the exit of this pop-up. Before the door would open a short video would play from the holes in the top and sides of this log, that showed the transformation of a formerly overgrown part of the local community into‌ a cliffhanger.
99
GREENSPACE
ABOUT THE ROOM The result of the transformed (formerly) overgrown space. People would enjoy a bottle of Coca-Cola while enjoying this new space, and artwork by local artists.
100
ARTISTS
TEAMLAB
DANIEL ROZIN
YAYOI KUSAMA
101
GLOBAL VR EXPERIENCE Concept 2 102
103
GLOBAL POP-UP This concept aims to provide a feeling of wonder and amazement by demonstrating the beauty of our world, and by celebrating the rich and diverse cultures that exist within it. While this experience does celebrate our differences, it also unites us by reminding us that a Coca-Cola can be shared with anyone from any background.The combination of technology and a unique vision delivered by a diverse team of artists is used to deliver an immersive and engaging narrative. With this unique sensory experience, people won’t just “Taste the Feeling”, they’ll find it too.
INSPIRATION This concept aims to create a sense of wonder and amazement by demonstrating the beauty of our world, and by celebrating the diverse and rich cultures that exist within it. While this experience celebrates our differences, it also unites us by reminding us that a Coca-Cola can be shared by anyone from any background. With this unique sensory and technological experience, people won’t just “Taste the Feeling”, they’ll find it too.
104
105
RESEARCH Generation Z is soon going to make up the single largest group of consumers, and what they want from a brand is to have an authentic story being told that matches up with the values of the company. Virtual Reality in itself reaches a new level of intimacy which allows for that immersive and authentic experience between the brand and the user.
60%
61%
51%
48%
74%
Increase of virtual reality users in just one year
Of Gen Z says that their primary use for technology is entertainment (entertain first and then they’ll share their experience)
Believe that VR will become a normal part of digital experiences
Of all 6-21 year olds in the US in 2018 are minorities, putting them on track to be the most diverse generation
The combined racial minority populations in the US will grow by 2060
106
VR EXPERIENCE
ABOUT THE ROOM VR headsets that allow people to go on a journey all around the world from within a bubble.
107
VR STORYBOARD
SCENE 1
SCENE 2
SCENE 3
SCENE 4
COCA-COLA BOTTLE
TIMES SQUARE
AMSTERDAM
AMSTERDAM CANAL
SCENE 5
SCENE 6
SCENE 7
SCENE 8
TREVI FOUNTAIN
MOROCCO
MOROCCO
HOLI CELEBRATION
SCENE 9
SCENE 10
SCENE 11
SCENE 12
PINGXI TAIWAN
NORTHERN LIGHTS
DINNER TABLE
COCA-COLA BOTTLE
108
VR SCRIPT Coca-Cola Bubble Journey The story begins from the Point-of-View (POV) of a bubble inside of a 2L of Coke, through the Coke you can see the backyard (everything is brown/watery). Then the audience will hear the twisting of the cap, and the POV will pan upwards to see the cap being lifted off. You can hear a muffled countdown “3…2…1!”, then see mentos being dropped into the 2L, which fizzes up around you and launches you high into the sky. POV to look around and see how high up they are, before a bird picks up the bubble and drops it off above the busy streets of New York City. The bubble floats above busy Times Square before a gust of wind sends it down into the Times Square. Looking around the bubble sees Coca-Cola’s ads and the other bright screens, people, and stores, before being knocked into the sky by steam coming from a manhole in the street. Once in the air again an airplane zooms by which sends the bubble spinning (very brief), upon stopping the bubble looks down over Amsterdam. The Bubble looks down at Amsterdam seeing beautiful buildings before flying by people sitting outside a café, and then thru a flower market full of stunning flowers and colors, and then lands in the waters of the canal. A rowboat slinks by and the bubble is kicked up by an oar, the bubble descends over Rome and is lowering towards the Trevi fountain. People will see the gorgeous colors of the buildings in the city, and then the ornate architecture of the fountain itself. The bubble will land in the water of the fountain, and the people will see the crowd staring and photographing the fountain, before being blasted into the air by a jet a water. The bubble will descend over the markets of Morocco, which features an assortment of people seeing wares under tents. There’s huge piles of colorful spices, ornate jewelry and rugs being sold, as well as mosaic pots. A man flapping/airing out an ornate rug sends the bubble flying again. This time descending over New Dehli during the holy festival of Holi, which is an explosion of bright colored powder and water. People in the bubble will watch the joyful celebration as people throw powder at each other and dancing. Someone throws a handful of purple powder in the air, thrusting the bubble back into the air. The bubble descends down into Pingxi Taiwan (now sunset), standing in the courtyard is a huge gathering of people all holding lanterns. As they release the lanterns the bubble floats by a child with wonder in her eyes, and the reflection of lanterns in them. The child releases a lantern which causes the bubble to float up and look around at the city below and other lanterns in the sky. The bubble travels underneath the Northern lights, and looks down to see villages lit up by warm lights and fires within their homes, before being blown back (by a gust of wind) to the house where it all began. The bubble flies back in through the window to see the family sitting down for dinner sipping Coca-Cola.
Note: Each destination will have approximately 30 seconds or less in order to keep the video short, and transition from scene to scene will take place by the bubble spinning briefly and when the spinning stops the bubble is in the new location. The bubble travels the globe in a linear fashion, and the day progresses as the bubble travels beginning in the morning and ending at night. Attached below are visuals to help with what I envision will be seen at each location. 109
BUBBLE ROOM
ABOUT THE ROOM Features artwork by Japanese artist Kohei Nawa, and is meant to be a callback to the beginning of the VR experience.
ARTIST: Kohei Nawa Nawa is a renowned Japanese artist who works with a diverse set of mediums. His most notable work comes from his foam installation. For this concept, Nawa would create an interactive foam room representative of the inside of a Coca-Cola bottle.
110
AMSTERDAM
ABOUT THE ROOM Features a backdrop with the iconic style of architecture in Amsterdam, as well as a photo-op that utilized a moving background behind a stationary bike.
111
TAIWAN
ABOUT THE ROOM Referenced the lantern festival witnessed in the VR experience; lanterns would be suspended in air and move vertically.
112
MOROCCO
ABOUT THE ROOM Recreation of the opulent markets present in Marrakech, with subtle nods to Coca-Cola hidden in the merchandise.
113
ROME
ABOUT THE ROOM Miniature recreation of the Trevi fountain located in the center of the room, that had the sculptures holding Coca-Cola bottles. Participants would be able to flip Coca-Cola bottle caps into the fountain for good luck instead of coins.
114
FAUX ICE BAR
ABOUT THE ROOM Built into the side of a snowy slope, so that people could share a bottle of Coca-Cola while they enjoyed Daan Roosegaarde’s projection artwork which looked like the Northern Lights.
ARTIST: Daan Roosegaarde Dutch artist an innovator who works with a team of artists and engineers to create amazing light-based landscapes. Roosegaarde and his team would create an interpretation of the Northern Lights, which would be set inside of the Ice Bar room.
115
CONTOUR BOTTLES
ABOUT THE ROOM This room featured six larger than life Coca-Cola contour bottles each representing the six places from the pop-up, which were designed by artists from those places. These bottles served as photo opportunities, as well as inspiration for the limited edition bottles people collect on the way out.
116
ARTISTS
DAAN ROOSEGAARDE
KOHEI NAWA
117
MAZE Concept 3 118
119
MAZE POP-UP In today’s increasingly divided world, messages of optimism and love are needed more than ever.This perfect mix of fun and optimism creates an atmosphere that allows people to be unapologetically themselves. The unexpected and whimsical nature of the maze allows for the messages to be digested easily without feeling sappy or forced. Striking and bold visuals make for lasting memories and Instagram worthy photo-ops, so that people can share more than just positivity.
INSPIRATION We drew inspiration from Coca-Cola’s Instagram page, and wanted the pop-up to reflect the optimism that is present throughout the page
LAYOUT The maze layout encourages people to create their own paths and narratives for this journey. Dead ends are typically seen as a hassle, but were reimagined as unexpected and whimsical photo-ops.
120
121
RESEARCH
91%
80%
67%
Was the brand recall when shown a commercial with positive emotional impact happening within the first 8 seconds
Of Gen Z lean towards brands and products that have a positive effect on society
Of Gen Z prefer when a brand speaks to them in a way that makes them feel understood
122
PERSPECTIVE
ABOUT THE ROOM Uses perspective to distort the sizes of objects in the room, and when coupled with messaging, allows people to change their own perspectives.
ARTIST: George Rousse Rousse is a French artists known for using large-scale photography to play with perception and perspective. For this concept, Rousse would create pieces that would be paired with messages of positivity.
123
WORDSEARCH WALL
ABOUT THE ROOM The walls in this room are fitted solely with letters, and true to wordsearches, the walls also contain hidden messages. Once all the words have been found, the letters on the screen will rearrange themselves to say “Happiness is everywhere if you know where to look for it. When these messages are completed, people will be rewarded with a tasty treat.
124
WIND TUNNEL
ABOUT THE ROOM Minimalistic room with only a bottle of Coca-Cola sitting on top of a pedestal. When opened participants will be met with an unexpected gust of wind.
125
BUBBLE ROOM
ABOUT THE ROOM Whimsical and Instagram worthy room, meant to unlock the inner child in all of us.
ARTIST: Teamlab An art collective from Japan comprised of “ultratechnologists� that use projection to create otherworldly and magical displays. TeamLab would create large spheres that change color which would be placed in an ambient and fun space.
126
BARRIER WALL
ABOUT THE ROOM Emphasizes the importance of community, by having people work together to unlock a hidden message on the other side of the wall.
ARTIST: Timothy Goodman Goodman emphasizes the importance of community, by having people work together to unlock a hidden message on the other side of the wall.
127
VENDING MACHINE
ABOUT THE ROOM Participants will “make a selection” on a hyperbolic vending machine, which will open up to reveal a hidden photo booth.
128
LOUNGE
ABOUT THE ROOM An opportunity for people to enjoy a Coca-Cola with their friends, as well as with “friends they haven’t met yet.”
129
APP IDEA Uses perspective to distort the sizes of objects in the room, and when coupled with messaging, allows people to change their own perspectives.
130
ARTISTS
TEAMLAB
DANIEL ROZIN
YAYOI KUSAMA
131
VISUAL IDENTITY BRAINSTORMING
132
NAME BRAINSTORMING HAPPINESS INC. Similar to “happiness headquarters” this name inspires the essence of positivity in the pop-up. This name is meant to be fun and unique, while still indicative of a place.
OUT OF BOTTLE EXPERIENCE This name represents the intrinsic values of Coca-Cola in the same way “Beyond the Bottle” does, but with an added sense of humor due to the fact that it is a play on words of “Out of Body”. This play on words was chosen, because this pop-up is meant to be a disruption from their everyday mindset and experiences.
DISCHILLERY This name is meant to be a play on words of “distillery”, while referencing the ambiance of the pop-up. The thing being distilled in this case is the “chill” vibe. Panders more towards the millennial market.
HAPPINESS HEADQUARTERS This name evokes the positivity that is present throughout the pop-up, in a way that is positive and easy to remember. This name demonstrated that this pop-up is the pinnacle of positivity.
+1 This is the most unconventional name on this list. This name was inspired by the idea that people should bring a +1 to this pop-up to further emphasize the importance of community. There is also the potential for a social media campaign with posts such as: “Tag your #PlusOne.”
133
CMYK: 0.100.100.0 CMYK: 0.0.0.0 CMYK: 0.45.100.0 CMYK: 2.11.96.0 RGB: 244.0.0 RGB: 253.217.25 RGB: 255.255.255 RGB: 255.157.28 HEX: f40000 HEX: ffdb19 HEX: ffffff HEX: ff9d02
CMYK: 0.94.43.0 RGB: 238.50.101 HEX: ef3065
CMYK: 0.56.0.0 RGB: 243.143.187 HEX: ff8fc0 134
EXPERIENTIAL COLOR PALETTE The messaging in this pop-up is positive and light, and we wanted a color palette which reflects that. These colors are bright, energetic, and on trend for 2019. The colors are bold enough to create dynamic visuals, without coming across as harsh or too intense. Most importantly, these colors scream summer fun which is exactly the vibe we intend this pop-up to have.
135
CMYK: 0.100.100.0 RGB: 244.0.0 HEX: f40000
CMYK: 45.5.35.0 RGB: 142.198.178 HEX: 8ec6b2
CMYK: 0.33.100.0 RGB: 255.180.1 HEX: ffb401ff
136
TRIAD COLOR PALETTE This pop-up is meant to remind people of the magic of Coca-Cola, and this color palette was a reference to Coca-Cola’s magical legacy. This shade of green is the same shade as Coca-Cola contour bottles, the red is the classic Coca-Cola red and this yellow is the same color as vintage Coca-Cola trucks.
137
ONE POP STOP This name evokes the sense this pop-up is the “one stop shop” for all things Coca-Cola. “Pop” is a double entendre, rerenching both pop-ups and those who refer to soda as “pop.” Much like the pop-up itself, this name is memorable, light and fun.
138
HASHTAGS & TAGLINES TAGLINES: Pop on in On Pop of the World
HASHTAGS: #PopLock&Stop #APopOf #PopAndSmellTheRoses #PopItLikeItsHot #TodaysPopStory
139
FIZZ FACTORY The bubble and foam rooms within the pop-up served as the inspiration for this name. These unique rooms are sure to be fan favorites, so it’s only natural that the name for the pop-up references that.
140
HASHTAGS & TAGLINES TAGLINES: Seeing Fizz Believing What All the Fizz is About
HASHTAGS: #GettingFizzyWithIt #OpenForFizzness #Fizzionaries #ShakeItUp #CarboNATION
141
REFRESH INC. This name is a play on words of “refreshing�, which is one of those words most heavily associated with Coca-Cola. It is meant to inspire the same sense of levity and fun that people can expect to find in the pop-up.
142
HASHTAGES & TAGLINES TAGLINES: A Refreshing Change of Taste For a Refresher Smile
HASHTAGS: #HowRefreshinc #HitRefresh #FeelingRefreshed #RefreshYourPerspective #KeepingItRefresh
143
BOTTLED BLISS This name is a double meaning, referencing both the hyperbolic bottle entrance and the iconic Coca-Cola bottles people drink from. In both cases, what’s on the inside is pure (bottled) bliss.
144
145
POPITIVITY “A pop of positivity” is exactly what people can expect to find within this pop-up. This name is quirky, catchy and punny - and who doesn’t love a pun?
146
SENSE OF HAPPINESS This name is meant to reference the sensory elements within the pop-up, as well as the literal sense of happiness is aims to inspire.
147
PROMOTIONAL IDEAS 148
BOTTLE CAPS Larger than life bottle caps would appear overnight a few days before the pop-up. This would make anyone who sees it curious what Coca-Cola is about to do and spread the word on the soon-to-be pop-up experience.
149
AR-TIST EXPERIENCE
This is an AR-based promotional campaign where we would have various art pieces (similar to Timothy Goodman’s typographical based artwork) scattered throughout the cities where our pop-up is activating. A digital campaign would run concurrently, prompting the consumer to download an app to capture the artwork and AR experience. The consumer would go on a “scavenger hunt” for the art pieces until all of them are found and will put the location of the pop-up in the middle of a map with the name of our pop-up, the dates and times the pop-up will be open and will prompt the user to share on social media the pop-up and their experience 150 capturing the AR-tistry..
LIFE-SIZE BOTTLE
Larger than life bottles will pop up in high traffic areas. Consumers passing by will activate screens on the bottle by doing various activities with nearby people. Each action will fill the bottle up slightly until the bottle is fully filled. Once filled, the bottle will burst, releasing bubbles and large pieces of confetti that will have the name of the popup, date, time and location.
151
UPLYFT
Partner with lyft to promote the pop up. Consumers would get into their lyft which is decked out in Coca-Cola style, and have an opportunity to submit something via iPad which would be featured on digital screens in the pop-up. Rides to the pop-up are priced at a discounted rate. 152
LEGACY VIDEO
A video that would promote the history of Coca-Cola as well as the brands presence in pop up culture throughout historical events.
153
DIGITAL IDEAS
SNAPCHAT
360 VIDEO
Instagram sponsored posts and sponsored stories
Snapchat sponsored lens and filters
360 video of the rooms in the pop-up
154
155
IMAGE OF US
156
APPENDIX
157
APPENDIX
158
APPENDIX
159
APPENDIX
160
161