THIS ONE'S FOR
PROJECT RECAP
In 2018, we launched "This One's For" – a year long social-first campaign for Coca-Cola aimed squarely at Gen Z. Our mission? Make Coca-Cola feel more relevant in every day life.
The strategy was to position Coca-Cola as a reward for "micro-achievements" – small gains that help Gen Z edge towards a big goal in their lives.
INFLUENCER-LED CONTENT
From No.1 artist Raye, to UK Surfing Champion Lucy Campbell – we recruited a group of influencers we knew Gen Z would love to star in our content. As the driving force behind creative, I was present on shoots to assist with direction.
CREATIVE LEADERSHIP
As Creative Lead, I kept our team honest, guiding creative with ideas, storyboards, copy and art direction. This mean't I had a hand in all deliverables – from animations, to snap filters, to influencer guidelines.
IDEAS, IDEAS, IDEAS
For the duration of the campaign, I showed my value by not only developing each scenario and writing copy, but also storyboarding our ideas prior to production.
SHRED PARTY
Our campaign concluded with Coca-Cola hosting a big end-of-year party for Gen Z. Portsmouth Uni students were invited to tear up their notes, then tear up the dance floor to live music from Raye, Jax Jones, Mabel and more.
CREDIT WHERE IT'S DUE
Agency – Movement Digital
Creative Director – Mark Freeman
Design Director – Tim Ash
Design & Motion Graphics – Lewis Peat & Gia Varvarigou