Hasta La Creative!

While recent efforts for Coca-Cola have celebrated the centennial of the classic Coke bottle, JWT Brasil chose to highlight a different side of the experience of cracking open a Coke: the sound. The agency teamed up with Dolby to capture the sound of opening a bottle of Coke and pouring it over ice in Dolby 7.1 Surround Sound for a cinema campaign in Brazil.

The resulting 30-second spot presents a view from inside the bottle as it is popped open. As the carbonation bubbles and the soda streams upward, the shot changes to the soda being poured into a glass. All the while, the main focus is on the sound of the drink’s effervescent release. While it’s hard to get the full experience without being in a theater, JWT Brasil seems to have done a good job capturing the moment of opening a Coke in auditory form — not a bad way to get movie goers thirsty for the beverage.

“Only an iconic brand like Coca-Cola can turn the act of opening a bottle into an amazing sensory experience,” said JWT Brasil chief creative officer Ricardo John, in a statement. “With that in mind, our goal was to bring this sensation to the extreme. To achieve that, we could only rely on the sound quality of a brand like Dolby.”

Credits:

Agency: J.Walter Thompson
Client: Coca-Cola
CCO: Ricardo John
CIO: Mauro Cavalletti
Head of Art: Fabio Simões
Creative Director: Enoch Lan, Santiago Dulce
Art Director: Rodolfo Garcia, Pablo Lobo, Marcelo Monzillo
Copywriter: Fernando Duarte, Hiroito Gomes
Producer (ArtBuyer, RTV, Graphic, Digital): Márcia Lacaze e Daniele Pizzo
Account Manager: Felipe Giacon, Stefano Paduan
Project Manager: Thiago Segundo, Daniel Rybak
Media: Stella Lopes, Beatriz Luna, Ligia Mattos
Planning: Fernand Alphen, Gisele Bambace
Client Approval: Javier Meza, Adriana Knackfuss, Marcelo Pascoa, Paloma Azulay, Juliana Assad
Composition: Ruriá Duprat
Music Production: Ruriá Duprat e Eduardo Santos
Dolby’s Team: Carlos Watanabe e Alex Sobral
Film Producer: CLAN vfx
Sound Producer: Banda Sonora
Mix and Recording: Eduardo Santos, Marina Santana, Márcio Amaral
Account: Rosária Santana, Dudu Santos
Sound Producer: Estúdio JLS & UpMix
Producers: José Luiz Sasso, Ricardo Bertran e Toco Cerqueira
Account Production: Bia Ambrogi
Guidon’s team: Guto Guidon, Tabida Barrionuevo, Edielson Aureliano, Eduardo Rocha, Pedro Jafet, Giovanni Asselta, Nick Viana

JWT Brazil has a new campaign attempting to make decaf seem like an enticing option for Pilão Decaf.

Now decaf coffee is a pretty hard sell, other than with those can’t have caffeine for health reasons, but JWT Brazil came up with an interesting angle. The campaign sets out to prove that decaf coffee, like regular coffee, can be a great working companion — even without the stimulative benefits of caffeine. So they show that great things can be achieved after some sleep by highlighting great breathroughs made after a good night’s sleep, inspired by dreams. In the animated spot above, for example, JWT Brazil tells the story of Dmitri Mendeleev, who got the idea for the period table of the elements in a dream. Unfortunately, the narrative being set to a lullaby only detracts from its impact. The print campaign is more effective, utilizing surreal, dream-like imagery in telling the story of other important ideas inspired by dreams. Stick around after the jump for an example of the print campaign, along with credits. continued…

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JWT Brazil, the agency responsible for the “91 Rock Clock” progressive wake-up app and turning Brazilian teen mag Capricho into an iPhone amplifier for Coca-Cola FM has a new project raising breast cancer awareness for A.C. Camargo Cancer Center.

Dubbed the “Anti Cancer Paste Up,” the project uses the graffiti and tagging around Sao Paulo to raise awareness for breast cancer. The narrator of the spot remarks that everyone always assumes the graffiti was done by male artists. So JWT used painted posters over the graffiti of several artists, in each case pasting over an image of a breast with a post-mastectomy image, in an attempt to spread the message that breast cancer “is a real problem and…can happen to anyone.” The WPP-owned agency hopes that the “youthful language” of graffiti can help them reach young women and convince them to get breast exams that can result in a 90% treatment success rate. It’s the kind of innovative and unusual approach we’ve come to expect from JWT, and should turn some heads to raise awareness of an issue that’s much too easy to ignore. Credits after the jump.
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New Career Opportunities Daily: The best jobs in media.