The series of photographs show macro imagery of classic Coca-Cola moments: the “fizzing” of the bubbles, the uncapping of a bottle, and the opening of a can. The headline then reads “Try not to hear this”, challenging viewers to avoid playing the sounds in their heads, but at the same time taunting them to do so. After all, it’s human nature to seek the forbidden. Or, is it something deeper working in people’s heads?

This effect is called Synesthesia. It’s when two different senses cross in our brains, producing the impression people are hearing one thing even though they’re stimulated via another sense, their vision. The Coca-Cola campaign uses its instantly recognizable product and iconic rituals to trick the brain into automatically associating an image with a specific sound, filling in the silence with the expected sound. It’s in essence an auditory illusion.

“As one of the most iconic brands in the world with one of the highest top of mind, we have earned a place in people’s heads,” says Camilla Zanaria, content lead at Coca-Cola’s Central & Eastern Europe Business Unit. “With this campaign we are aiming to activate that sensorial memory from our consumers, challenging them to hear an image for the first time, finishing our ad in their heads.”

Credits
Agency: David the Agency
Client: The Coca-Cola Company
Managing Director / Global COO: Paulo Fogaça
Executive Creative Director: Ricardo Casal
Executive Creative Director: Juan Javier Peña Plaza
Associate Creative Director: Fernando Pellizzaro
Associate Creative Director: Jean Zamprogno
Art Director: Andy Tamayo
Copywriter: Alex Allen
Creative Coordinator: Cristina Cornejo Ayala
Head of Global Production: Veronica Beach
Producer: Renata Neumann
Producer: Ricardo Ceballos
Director of Strategy: Jon Carlaw
Senior Brand Planner: Matias Candia
Head of Account Management: Carmen Rodriguez
Account Director: Stefane Rosa
Account Supervisor: Jenny Gobel
Account Executive: Nneoma Chukwueke

The Coca-Cola Company:
Dmitry Muzychenko – CEE IMC Director
Sergey Sverzhinskiy – CEE Creative and Content Excellence Director
Camilla Zanaria – CEE Coca-Cola Content Lead
Laura Legrenzi – CEE Coca-Cola Content Lead
Romain Mallard – Portfolio & Growth Marketing Director
Dimitris Xinotroulias – Sparkling Category Director
Milica Vulicevic Basorovic – Coca-Cola TM Director

Tags
Print, Billboard Campaign, Synesthesia, David the Agency, Coca-Cola Company, Coca-Cola Try not to hear this, Print Ad, Print advertising, Creative Print Ads, Print campaign, Creative Advert, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads, Coca-Cola Ads

The agency behind the creation of the campaign is David from Sao Paolo. Christmas Rules features a short video of the polar bears engaging in the traditional preparation for the Christmas eve. A special version of Philip Philip’s song titled Home acts as the soundtrack of the campaign. The version in Coca Cola’s advertisement has been sung by Luiza Caspary. The ad film promotes values like family and communal harmony via the means of an animated story. Coca Cola’s iconic polar bears bring their unique charm to the campaign while simultaneously encapsulating the brand’s identity.

We feel that Christmas Rules perfectly braces everyone for the festive season. Furthermore, it establishes a place for Coca-Cola in the Christmas celebrations.

Credits
Agency: David SP
Client: Coca-Cola Brazil
Managing director: Sylvia Panico
Creative VP: Rafael Donato
Creative Director: Edgard Gianesi
Copywriter: Lucas Silva, Lucas Vigliar, Fernanda Machado
Art Director: Fabio Natan, Thiago Ferreira, Christiano Vellutini
Producers David: Fabiano Beraldo, Fernanda Peixoto, Gustavo Viola
Editor: Leonardo Nichida
Account: Carolina Vieira, Stefane Rosa, Cacá Franklin, Fernanda Feldmann, Camila Coelho, Pedro Zetune
Head of Innovation: Toni Ferreira
Planning: Daniela Bombonato, Carolina Silva e Bruno Gomiero
Social media: Lucas Patrício
Media: Márcia Mendonça, Camila Fiuza, Diego Rolim, Leila Pereira e Manuela Cintra
Producer Company: Vetor Zero
Director: Alton
Executive producers: Alberto Lopes e Sergio Salles
Editors: Eduardo Silva e Ricardo Vaz
Account: Fernanda Germek e Marcia Guimarães
Producer: Eduardo Silva e Ricardo Vaz
Sound Production: Jamute
Producers: James Pinto e Leck Gomes
Voice: Luiza Caspary
Clients Approval: Selman Careaga, Beatriz Bottesi, Keila Marconi, Augusto Veríssimo, Flavio Reghini e Poliana Tonelli

Tags:
Coca-Cola, Vetor Zero, David SP, Coca-Cola, Brazil, Christmas Rules, Christmas Campaigns, Christmas Ads, Coca-Cola Ads, Coca- Cola Campaigns, Philip Philips, Polar Bears, São Paulo, David The Agency, Non-alcoholic Drinks, 3D