Coca-Cola Active Healthy Living CSR Videos [CASE STUDY]

We have a long term relationship with Coca-Cola promoting their CSR (Corporate Social Responsibility) initiatives. This has provided us with the opportunity to film across the globe, including Asia, Africa and the America’s. This has seen us document everything from water sustainability programs to recycling projects to minority business initiatives. This experience has enabled us to develop a production crew which is agile, flexible and comfortable working with a diverse range of interview subjects.

Objective Of The Active Healthy Living Program

One of our key projects as been Coca-Cola’s Active Healthy Living programs. These are educational programs which aim to educate young people on the benefits of an active healthy lifestyle. One of the key challenges for this project was that in the past Coca-Cola’s standard promotional videos for their CSR initiatives had failed to engage with a youth audience online.

Outline Of Project And Interaction With Client

In response to these challenges we focused on identifying compelling human interest stories which engaged emotionally with the target audience. Once we had hooked the audience on an emotional level, we could then present a project edit which provided detailed information of the key facts and benefits of the program.

For Olympic Moves, which is the Netherlands largest secondary school competition to portray the life-changing impact of this event we focused on the story of Aaliyah a teenager from a disadvantaged background whose self-belief was transformed by her involvement in the new sport of Street Dance.

Aaliyah Video:

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For another program in Italy a group of school children had entered a recycling competition sponsored by Coca-Cola. As winners of this competition that had won a football pitch for their high school. This had made them heroes in their local community. We created a series of videos to capture not only the impact of this prize but also the personalities of participants and the culture of the area.

For each Active Healthy Living initiative we also created a project edit which was used as a follow up to the first video. This gave a broader overview of Olympic Moves and its impact. This video was also used by Coca-Cola as an internal communication video for its key stakeholders.

Olympic Moves Project Video

Response Times

As these were fairly involved documentaries it was necessary to carefully plan and prepare each shoot. Once we were awarded the contract we set to work straight away and organized the shoot within three months this was part of a wider project which saw us film seven documentaries in different European countries within a three month period so the scheduling of the Olympic Moves shoot was inter-dependent on the other six documentaries.

Impact Of The Active Healthy Living Videos

Luckily, we had the resources of Coca-Cola’s Atlanta based social media analytics unit to analyze the results and ensure that our hypothesis was correct. The results have been very positive and received extremely well by Coca-Cola.