The brief for this project was to create a guerrilla marketing campaign that would draw attention to an urgent environmental issue. The campaign specifically challenges Coca-Cola to eliminate plastic bottles and adopt more sustainable practices, such as reintroducing glass bottles. The project includes various identity elements like animated logos and short motion graphics, designed to provoke thought and spark change. The campaign is extended through public activations, social media content, and a comprehensive production video to maximize audience engagement and emphasize the campaign’s message.
Inspire Coca-Cola to transition from plastic to glass bottles, thereby promoting sustainability.
Use emotionally engaging content to raise awareness about the environmental damage caused by plastic.
Create visually striking guerrilla marketing animations that emphasize environmental messaging.
To address the problem, the campaign uses emotionally driven guerrilla marketing tactics, including Guerrilla Idents and Bumpers that emphasize Coca-Cola’s role in plastic pollution. Real-time activations in outdoor and digital spaces are designed to capture attention and engage the public directly. The animation style, inspired by cut-out paper stop-motion, adds a raw, human touch to the content, making it relatable and impactful. Social media graphics extend the message’s reach, while a production video ties all elements together, demonstrating the campaign’s significance and potential impact.
A "Sting" is a short and impactful animated sequence, often accompanied by a sound effect or music, used to punctuate a moment or highlight a specific message. Stings are designed to create a memorable impression and are commonly employed in video content, especially for promotional or branding purposes. In guerrilla campaigns, stings can be strategically used to surprise and engage audiences in unexpected locations.
A "Bumper" is a short video clip that is used to introduce or conclude a larger video segment. It is usually very brief, lasting only a few seconds, and is designed to grab the viewer's attention or signal a transition. Bumpers can include branding elements, slogans, or other promotional content. In guerrilla campaigns, bumpers might be strategically placed in unconventional locations to quickly capture attention and convey a message.
An "Ident" (short for identifier) is a short video sequence or animation that serves as a visual representation of a brand or channel. It is often used to reinforce brand identity and create a memorable association with the content or channel. Idents are typically brief and can include the brand's logo, colors, and other visual elements.
Guerrilla Activations are innovative, real-time campaigns designed to engage the public in outdoor and high-traffic spaces, including public areas and digital displays. These activations focus on creating an immediate and immersive experience that captures attention through bold, unconventional methods. Often leveraging surprising or interactive elements, guerrilla activations aim to foster heightened public engagement and amplify brand visibility by embedding messages into the audience's everyday environment.
The video explains each part of a the gurilla campaign.