Coca-Cola continues its do-gooding with a partnership with the World Wildlife Fund to draw attention to a problem close to the beverage company's heart: the survival of its iconic brand mascot, the polar bear.
Working with agency Essencius in Denmark, the brand placed a two-ton ice sculpture of a polar bear in Copenhagen. Every six hours, the temperature would rise one degree. Fans logging on via a Facebook app could live-stream the action, and for every 1,000 likes or shares, the temperature would lower by one degree. The message: You have the power to save the bear.