The Coca-Cola film brings classic images to life
March 8, 2023 – 6:14 p.m
(Credit: reproduction)
With information from AdAge
Coca-Cola, in partnership with The Andy Warhol Foundation for Visual Arts, is launching the “Masterpiece” campaign in the United States. The production aims to inspire a young artist who is bored while visiting a museum. The campaign, created by Blitzworks, was directed by Academy Films’ Henry Scholfield in association with the Electric Theater Company.
In production, the iconic Coca-Cola bottle adapts to the museum’s visual art styles as it wanders among the museum’s art. The mobile package also serves as a metaphor for Coca-Cola’s distribution system, which was the source of inspiration for the story, according to Pratik Thakar, Coca-Cola’s global head of creative strategy and integrated content. The works of art end up delivering Coca-Cola to the artist, who thereby leaves his dull state.
“Masterpiece” was primarily created to be a long story on social media with excerpts from the campaign cut into short videos. The almost two-minute material can also be shown as an advertisement in cinemas. The campaign also includes an online gallery featuring interviews with rising film artists, as well as 3-D billboards and a range of digital collectibles. The campaign will launch in Latin America this month, followed by Asia and other markets later this year.
“Essentially, the entire universe came together to elevate this decaying teenager into a museum. And that’s exactly what happens in reality, where it comes from and how many people bring you that bottle of Coca-Cola, whether it’s transportation, loading or the person serving it in a restaurant or kiosk. So we watched a movie about how this universe comes together whenever you fall or whenever you need a cold refresher of real magic,” says Pratik Thakar.
