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Coca-Cola: Try Not to Hear This by David

Agency: David
Client: Coca-Cola
Date: Apr 2019
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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.

Credits

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