AMSTERDAM, NETHERLANDS – October 3, 2013 – With a patch of grass and an invitation to go barefoot, Coca-Cola has launched Roll Out Happiness, the latest global installment in the brand’s ‘Where Will Happiness Strike Next?’ series.
"Striving to make our cities and lives a little less gray, the film shows what happened when Coca-Coca rolled out a lush, green park and opened happiness in an unexpected location," read a press release from Wieden+Kennedy Amsterdam, the agency tapped to create the campaign.
"Gray, grau, gri, グレー, šedá – whichever way you say it, the dullness of gray is an all too present fixture for those of us who live in concrete heavy urban cities," they said.
In an effort to bring people together and help them cast aside their worries to enjoy the moment, Coca-Cola made one spot a little less gray by transforming a drab city square with a pop-up park.
The Roll Out Happiness film depicts the grass being physically rolled out by Coca-Cola’s customized grass-laying vehicle, with surprised passersby looking on as the park takes shape.
Drawing people (and even dogs) were trees brimming with fun equipment to play with and two vending machines, which came with simple instructions to “Take Off Your Shoes To Open Happiness.” Those who did were rewarded with the feeling of fresh grass underfoot, but a refreshing bottle of Coca-Cola.
Christy Amador, Coca-Cola Global Digital Brand Strategist, says: "This is one of my favorite ‘Where Will Happiness Strike Next?’ executions. The concept is so simple, yet uplifting – It perfectly demonstrates our strategy – and you can’t help but smile as you watch it!"
The film can be viewed on Coca-Cola’s YouTube channel.
Sponsor
