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LOOK Coca-Cola rolls out oasis in urban city

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Coca-Cola has “rolled out” a pop-up oasis in a modern city as part of the brand’s campaign series “Where Will Happiness Strike Next?".In August, a bottle-shaped turf was rolled out by Coca-Cola's customised grass-laying vehicle at Vilnius' Europa Square in Lithuania, attracting passersby to gather on the grass and interact with the environment. This included two special vending machines, which had only two lines of instructions: "To open happiness, take off your shoes".The project, which was done by Wieden+Kennedy Amsterdam, captured passersby’s authentic reactions which were made into a short film and aired on the company’s Facebook, Youtube and Twitter accounts on October 1.“Our main objective for this campaign was to simply provoke happiness within the viewer,” said Christy Amador, global digital brand strategist of Coca-Cola.“The film highlights a major driver of happiness, which is to ‘be in the moment’ and we offer a simple pause to refresh for participants as well as those who view and share the film.”Instead of specific benchmarks on desired "views" and impressions, the stunt benchmarks focused more on the "expressions" or social sharing of this content.“We see the film as an inspiration for our markets to create their own innovative stories to continually add to the campaign,” added Amador.Edu Pou, creative director of Wieden+Kennedy Amsterdam said the biggest creative challenge in this campaign is to keep the message current.“We had to identify a story global enough for anyone to relate to. And anyone can relate to such a sensorial experience like the one we delivered with the stunt. Feeling real grass underfoot and enjoying an interactive park enabled people to cast aside their worries and live in the moment.“Coca-Cola wasn't only talking about happiness, but delivering the means for real people to experience it."Watch the film here.[gallery link="file" ids="31954,31953,31952,31951,31950,31949,31948"]

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