Coca-Cola are the world’s leading manufacturer, marketer and distributor of non-alcoholic drink concentrates and syrups with more than 500 brands globally. Active Healthy Living are educational programs sponsored by Coca-Cola which aim to educate young people on the benefits of an active healthy lifestyle.
We have a long term relationship with Coca-Cola promoting their CSR (Corporate Social Responsibility) initiatives. One of our key projects as been Coca-Cola’s Active Healthy Living programs. 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. The brief was to develop a video concept which would reach that youth target audience.
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.