Agency: Merdeka LHS | Markets: Malaysia, Global
When the pandemic began, Coca-Cola halted its normal advertising in most world markets, and redeployed funds to support local community relief programmes and promote public health messaging.
But as a brand that prides itself on optimism, Coca-Cola also wanted to remind the world of the light within us all, even in these dark times. We helped Coca-Cola highlight the achievements of real people during the pandemic, to celebrate the human spirit.
Our Malaysian agency, Merdeka LHS, worked with Coca-Cola to create a campaign that would bring this message to the world. This needed to send a sincere message that had nothing to do with sales or brand recognition. Instead, its sole purpose was to inspire hope and positivity.
We decided to shine a light on the many unsung heroes who have stepped up for humanity during the pandemic.
“For The Human Race” celebrates resilience and optimism, by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis. These were real stories from across the globe, with people from all walks of life, each going above and beyond for mankind. The message was clear – by celebrating resilience and positivity, we let the light of humanity shine.
Despite zero media investment, Coca-Cola made organic waves across the globe with its message of hope. The campaign received coverage on traditional media, trade media, digital media, PR articles and more. It was also featured on news portals and publications worldwide, such as the New York Times. Major TV stations also volunteered to air our global film for free across Asia Pacific. The global film created a 419 million reach and 167 million views, while our mini stories of unsung heroes earned a 53 million reach and 26 million views. Overall, the campaign created an 85%+ positive sentiment for the inspiring human stories.
Pratik Thakar, Integrated Marketing Communications Director, Coca-Cola commented: “Every day, we are inspired and uplifted by countless acts of selflessness, kindness and courage from people around the world. Through this short global film, we wanted to recognise and pay tribute to positivity, togetherness and the generosity of the human spirit.”
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