Veronica Beach
Director of Production at Sound Lounge LA
São Paulo, 巴西
标题Coke ktchkk
广告公司
广告战役 Coca-Cola Messes With Your Head With Visual Campaign
广告主 Coca-Cola Company
品牌 46664/Coca-Cola
首次发布日期 2019 / 4
行业领域 软饮料,奎宁水
广告口号 Try not to hear this
剧情简介 Can an image make a sound without actually making a sound? The Coca-Cola Company®, via its Central & Eastern Europe Business Unit, leveraged its rich history of sensorial advertising to launch a unique campaign that invites viewers to “hear” the image of an ad in their heads. The series of photographs show macro imagery of classic Coca-Cola® moments: the “fizzing” of the bubbles, the uncapping of a bottle, and the opening of a can. The headline then reads “TRY NOT TO HEAR THIS”, challenging viewers to avoid playing the sounds in their heads, but at the same time taunting them to do so. After all, it’s human nature to seek the forbidden. Or, is it something deeper working in people’s heads? This effect is called synesthesia. It’s when two different senses cross in our brains, producing the impression people are hearing one thing even though they’re stimulated via another sense, their vision. The Coca-Cola® campaign uses its instantly recognizable product and iconic rituals to trick the brain into automatically associating an image with a specific sound, filling in the silence with the expected sound. It’s in essence an auditory illusion.
媒体类别 平面
执行创意总监
执行创意总监
Global COO /managing Director
联合创意总监
联合创意总监
美术指导
文案
Creative Coordinator
Head of Global Production
制片
制片
Director of Strategy
senior Brand Planner
Head of Account Management
客户总监
客户主管
客户主管
CEE IMC Director
CEE Creative and Content Excellence Director
CEE Content Lead
CEE Content Lead
Portfolio & Growth Marketing Director
Sparkling Category Director
TM Director

People related to this work

相关作品

Trending

Create a free Talent profile and become a member of AdForum

Get Started