ART DIRECTION | SOCIAL | ANIMATION | ILLUSTRATION

A campaign for Pride

The challenge: Create a social campaign to raise awareness of Coca-Cola’s allyship and diversity programme, champion inclusion across the company and recruit new allys to sign up during Pride week.

The solution: Creative direction and design of an animation and social assets. It was agreed that in order to feel authentic and human, we had to use ‘real’ colleague's voices instead of actors. The animation script was a poem written by one colleague and voiced over by others. Using a kinetic type animation was a way to give the words different personalities, reflecting all the different voices and backgrounds we had. And to keep it Coca-Cola, the graphics were also based on recognisable brand elements of Coca-Cola like bottle tops and cans.

The impact: There was a marked uptake in awareness and positive comments as well as an increase in people joining the allyship programme.