Creator Vision reposted this
Founder, Creator Vision: we help brands maximize their creator marketing investments: Board Member/Chief Growth Officer/ Microsoft Alum, CAA, Hasbro, WPP, Forbes 50 Entrepreneurial CMO/AdCouncil/Campaign 40 over 40
CREATORS CO-CREATING AS STRATEGY: or more accurately COKE-creating. Most brands are hesitant to let creators alter their brand, especially the logo. However, The Coca-Cola Company took a bold step by embracing co-creators. Instead of strictly controlling their storied brand assets, they leaned in to celebrate the unofficial versions and the co-creators of Coca-Cola’s logo found in street art and local shops around the world. “Thanks for Coke-Creating” developed by WPP Open X and led by VML with support from EssenceMediacom and Ogilvy PR, recognized the creativity of bodegas, shopkeepers, and local artists, and let them participate in the brand. And look at the results 3 Golds, 4 Silvers and 1 Bronze and winning most creative brand of the year. “These visuals are so meaningful and impactful. Signs for local businesses capturing colors of cultures and personalities of communities. We're proud to celebrate and embrace their work.” Islam ElDessouky, Global Vice President Creative Strategy & Content at Coca-Cola More proof that even global brands can pivot and good things will happen. #CannesLions #CreatorsAsStrategy
Always authentic Jamie Gutfreund thanks for sharing this street art- reminds me of the Coke and Mentos days from long ago.
Gotta try different things!! This is so fun…
Yes! Co-creation is the new loyalty.
Coca-Cola is such a global powerhouse - I'm always impressed by how the execute on a world wide scale. This makes so much sense in this age of creation and authenticity.
Love this Jamie Gutfreund 👏🏽👏🏽👏🏽
Well said.
One of my favorites
Hye Jamie Gutfreund I shared with our GBLOC community for greater reach, I'm sure lots of our members would be interested to learn more about The Coca-Cola Company's “Thanks for Coke-Creating”! Thanks
Jamie Gutfreund I’m moved by the powerful way this enables a fabric of stories, local & emotional relationships to a brand, & more creativity in the world! Thank you for your lovely post.
Kindness Ninja | Global VP Creative | Speaker | Podcaster | Mentor | Hooper | Sneakerhead | Cannes Lions 2024 Brand of the Year | Campaign Magazine Marketing Game Changer 2019 | Effies' Marketer of the Year 2016
1moYou captured it so so so well... That was exactly the mindset shift in this project... Micro community "creators"... And who better than the Moms and Pops Shop owners who are already in love and proud to serve Coca-Cola