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Agency: Wieden & Kennedy, Amsterdam, Netherlands Marketer: Coca-Cola

One of Wieden & Kennedy's first pitch ideas for Coca-Cola becomes part of "Coke side of life"

[amsterdam, netherlands] Coca-Cola's international "Happiness Factory" commercial marks the brand's first attempt to express its global "happiness in a bottle" theme in an epic, memorable and universal way.

The spot, by Wieden & Kennedy, Amsterdam, begins with a man putting his money into a Coke vending machine. The coin rolls in, and we follow it into a fantasy world where Coke is manufactured with a big helping of an extra ingredient-happiness-by strange creatures in spectacular landscapes.

Flying fluff-balls with big lips plant kisses all over a newly filled bottle of Coke, which is later chilled by passing through an arctic scene with a friendly snowman and giggling penguins. The bottle's exit from the machine is made after a procession reminiscent of the Rio carnival, complete with fireworks, fanfares, dancers and a cheering audience.

The closing scene shows the bottle rolling back out into the real world. The waiting man picks it out of the dispensing tray and drinks his Coca-Cola.

"The brief was to dramatize 'happiness in a bottle,"' said Al Moseley, executive creative director at Wieden. "It's a big space-an attitudinal space for the brand rather than an ad campaign."

This latest spot is part of the "Coke side of life" campaign and will run for an initial 12-week period in at least 190 countries, in 30-, 45-, 60- and 90-second versions. The commercial will roll out gradually around the world and has been delayed a few weeks in soccer-loving countries because of the World Cup tournament.

"Happiness Factory" finishes with an animated Coke bottle and the words "The Coke side of life." John Norman, also executive creative director at the agency, said: "We want to isolate the Coke bottle as an icon and make it their swoosh. This is a very democratic campaign-it is left up to the viewer to define it. It's more of a partnership with the consumer."

Wieden & Kennedy won the global Coca-Cola account last October after a shootout against WPP Group's Voluntarily United Group of Creative Agencies.

The TV work is supported by a global print campaign featuring mostly illustrated renditions of Coke bottles and bearing the "Coke side of life" message. There is also a viral element to the campaign in the form of a short film showing an artist stuck for inspiration until he drinks a bottle of Coke. The viral was created by Bottle Films, an idea for more subversive advertising for the brand developed by Wieden & Kennedy as part of its pitch.
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