Coca-Cola’s Masterpiece campaign has reached Australia. The campaign launched in March and it’s no longer exceptional that it features AI. But it has already clocked up some impressive awards such as a Yellow Pencil for Visual Effects, Computer-Generated; a Graphite Pencil in Production Design, Short Form; and another Graphite Pencil for Visual Effects, Compositing at D&AD, earlier this year.
The spot, that targets Gen Z, uses a mixture of live action shots, digital effects and stable diffusion AI to create its unique animation style in which a Coke bottle changes complexion as it passes from artwork to artwork in an art museum. Famous artworks such as Edvard Much’s ‘Scream’, Van Gogh’s ‘Bedroom in Arles’, J.M.W. Turner’s 1805 painting ‘The Shipwreck’ and Vermeer’s ‘Girl with a Pearl Earring’ come to life to help deliver the bottle of Coca-Cola Zero Sugar to the student, giving him an instant hit of refreshment.
“‘Masterpiece’ is not a story in which Coke appears… Coke is the story,” stated Coca-Cola global head of creative strategy and integrated content, Pratik Thakar. “True to the spirit of the brand—and not unlike the way a synchronised supply chain collaborates to seamlessly deliver ice-cold Coca‑Cola to consumers at just the right time—a diverse collection of artwork spanning multiple genres, geographies and generations comes together to uplift a slumping teenager. Creating human connection and bringing enchantment to everyday moments is what ‘Real Magic’ is all about.”
Kate Miller, marketing director at Coca-Cola Australia, added, “It’s no secret that Gen Z is a busy audience. They’re passionate and always on the go, and focused on making the most of every day, but this fast-paced lifestyle can lead to burnout. We hope this creative campaign inspires people to take a break, refresh and lift their mood with an ice-cold Coca-Cola.”
The campaign launched first in Latin America, followed by Asia, and is running in Australia across OOH, social channels such as Snapchat, Meta, and YouTube, as well as BVOD channels Ch 7, Ch 9, Foxtel, SBS, Ch 10 and Twitch. It leads in Australia with the 30-second cutdown of the two-minute video.
Credits
Client: The Coca-Cola Company
Production Company: Academy Films
Director: Henry Scholfield
Executive Producer: Simon Cooper
Producer: Ash Lockmun
Production Manager: Antonia Vickers
Production Assistant: Emily Lucienne
Production Manager: Katy Smith
1st Ad: Aleksei Smoliar
Director Of Photography: Ben Todd
Production Designer: Mark Connell
Costume Designer: Kate Forbes
Motion Graphics: Julian Hermannsen
Casting: Kharmel Cochrane @ Lane Casting
Storyboard Artist: Vince Wei
Production: Heads Up Production
Production Assistant: Laura Knapp
Producers: Tim Page & Francine Lindsay
Creative Agency: Blitzworks
Chief Creative Officer: Ajab Samrai
Chief Executive Officer: Marcus Brown
Chief Commercial Officer: Michael Faust
Project Manager: Bryan Obonyo
Print Producer: Lisa Dickenson
Clearance Agency: Benlabs (Formerly Greenlight)
Editorial: Tenthree
Editor: Ellie Johnson
Edit Assistant: Jules Bayer-Crier
Post Production & VFX: Electric Theatre Collective
Executive Producer: Antonia Vlasto
Creative Director: Ryan Knowles
CG Supervisor: Greg Mckneally
Colourist: Luke Morrison
Coordinator: Emily Coyne
Animation: Electric Studios
Music & Sound: Yessian Music
Chief Creative Officer: Brian Yessian
Creative Directors: Gerard Smerek & Michael Dragovic
Composer: Garth Neustadter
Sound Designer: Jeff Dittenber
Sound Mix: Scott Gatteno
Music Supervisor: Lars Makie
