Can an image make a sound without actually making a sound? The Coca-Cola Company, via its Central & Eastern Europe Business Unit, leveraged its rich history of sensorial advertising to launch a unique campaign that invites viewers to “hear” the image of an ad in their heads.
The series of photographs show macro imagery of classic Coca-Cola moments: the “fizzing” of the bubbles, the uncapping of a bottle, and the opening of a can. The headline then reads “Try Not To Hear This”, challenging viewers to avoid playing the sounds in their heads, but at the same time taunting them to do so.
This effect is an example of synesthesia, when two different senses cross in the brain, producing the impression people are hearing one thing even though they’re stimulated via another sense, their vision. The Coca-Cola campaign uses its instantly recognizable product and iconic rituals to trick the brain into automatically associating an image with a specific sound, filling in the silence with the expected sound. It’s in essence an auditory illusion.
The campaign will run in multiple markets across Europe.
Agency: DAVID the Agency
Client: The Coca-Cola Company
Managing Director / Global COO: Paulo Fogaça
Executive Creative Director: Ricardo Casal
Executive Creative Director: Juan Javier Peña Plaza
Associate Creative Director: Fernando Pellizzaro
Associate Creative Director: Jean Zamprogno
Art Director: Andy Tamayo
Copywriter: Alex Allen
Creative Coordinator: Cristina Cornejo Ayala
Head of Global Production: Veronica Beach
Producer: Renata Neumann
Producer: Ricardo Ceballos
Director of Strategy: Jon Carlaw
Senior Brand Planner: Matias Candia
Head of Account Management: Carmen Rodriguez
Account Director: Stefane Rosa
Account Supervisor: Jenny Gobel
Account Executive: Nneoma Chukwueke
The Coca-Cola Company:
Dmitry Muzychenko – CEE IMC Director
Sergey Sverzhinskiy – CEE Creative and Content Excellence Director
Camilla Zanaria – CEE Coca-Cola Content Lead
Laura Legrenzi – CEE Coca-Cola Content Lead
Romain Mallard - Portfolio & Growth Marketing Director
Dimitris Xinotroulias - Sparkling Category Director
Milica Vulicevic Basorovic - Coca-Cola TM Director