Coke's new anthem film highlights the silver lining of a global pandemic - MARKETING Magazine Asia


Coke’s new anthem film highlights the silver lining of a global pandemic

If there was one thing we saw more of in the last few months during the lockdown, it was people showing off their home cooked meal attempts on social media as the convenience of eating out was no longer an option. Which is why Coca-Cola’s first new anthem film since COVID-19 that centers around both food and Coke, makes the video highly relatable.

The film was created by Anomaly NY as part of their first work since being appointed on the Coke account. Directed by Somesuch’s Kim Gehrig, it was filmed remotely during the quarantine and showcases 13 real families, couples and housemates from eight cities around the world including Orlando, Shanghai, Lisbon, Kiev, London, Mumbai and Mexico City. 

“There’s something so enduring and equitable about the pairing of Coke and food,” said IMC director of Coca-Cola North America, Russ Mischner. “This film is a testimony to that link, but also to the warm feeling of cooking and enjoying a meal with those you care about most, and to the notion that all of us are rediscovering the fact that simple moments are the biggest moments after all.” 

Titled ‘The Great Meal’, the film features actress Soleil Patterson’s voiceover and the music track ‘Sabali’ by Mali duo Amadou & Mariam, from the Grammy-nominated album Welcome to Mali.

The film kicks Coke’s summer campaign, ‘Together Tastes Better’, and will encompass other assets across different media including photography for out-of-home and in-store advertising, and eight additional films.

Watch the film here:

Credits
The COCA-COLA Company
Group Director Social Center & Prod.IMC: Sarah Traverso
Integrated Marketing Comms Director: Guillermo Gimenez-Brotons
Coke IMC Director: Russ Mischner
VP Coke Trademark: Jaideep Kibe
Coke Brand Director: Erica Tuggle
IMC, Sr Producer: Rebecca Smith
IMC, Sr Producer: Jennifer Kramer

Agency: Anomaly
Group Creative Directors: Carlos Alija, Laura Sampedro
Creative Director: Dan Shapiro
Associate Creative Director: Harry Neville-Towle
Executive Producer: Jenn Pennington
Account Director: Alyssa Tacopino
Business Affairs Manager: Bianca Lauria

Production: SOMESUCH
Director: Kim Gehrig
Executive Producer: Nicky Barnes
Head of Production: Michelle Stark
Producer: Lee Groombridge
Production Supervisor: Luke Thornton
Director’s Assistant: Steve Shaw
Global DOP: James Laxton
Global Food Stylist: Katie Giovani

Production Partners:
Kiev, Ukraine: Radioactive Film
Lisbon, Portugal: TwentyFourSeven Productions
London, England: Somesuch/Unit 2 Royale Studios
Mexico City, Mexico: The Lift
Orlando, Florida: Somesuch
Shanghai, China: P.I.G China

Music supervision/Sound Design: SOUNDTREE
Managing Director/Music Supervisor: Jay James
Founder/Composer: Peter Raeburn
Head of Music/Composer: Luis Almau
Composer/Music Producer: Luke Fabia
Senior Producer: Neil Athale
Sound Designer: Henning Knoepfel
Sound Designer’s Assistant/Transfer: Graham Norman

Music Track: “Sabali” by Amadou & Mariam

Edit: Trim Editing / Cosmo Street Editorial
Editor: Tom Lindsay
Assistant Editors: Alexander Evan Morales, Dave Davies, Joshua Mannox
Head of Production: Anne Lai

Color: 3 NYC
Colorist: Tom Poole
Producer: Alexandra Lubrano

Finishing: Rock Paper Scissors- NYC
Senior Flame Artist : Edward Reina
Assistant Flame Artist: Austin Hazzis
VFX Producer : Barbara Kontarovich


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