Coke Enlists T-Shirt-Sporting Fans to Create a 'Wearable Movie'
Fans get shirts with one frame from a movie printed on them
Jun 13, 2013
Ogilvy & Mather and Coca Cola figure out another innovative way to make people smile, with "The Wearable Movie." The premise was simple -- thank some of the brand's fans, from the concierge in their Atlanta office, to their millionth fan in Mumbai, using a movie. But to make it special, the agency printed each frame of the movie on a t-shirt, then shipped it off all over the globe to its fans with a note, telling them to wear the shirt, then take a photo. The frames were then stitched together in a Psyop-directed film about about two friends, trying to get a pair of lips to smile.