Ad of the Day: Coke makes an ad... about an ad
It features Vermeer’s ‘Girl With a Pearl Earring’ as its lead character.
Coca-Cola has released the latest ad from its ‘Real Magic’ campaign, which launched back in 2021.
In the latest push, travelers at Guarulhos Airport in São Paulo get a surprise when a 3D billboard appeared to transport a cold Coke from the screen to a vending machine.
On the JCDecaux screen, Johannes Vermeer’s artwork is revealed from behind a lush red curtain. She looks around the airport before leaning over to pick up a bottle of Coke. The soda cleverly then makes its way down a pipe and into a nearby vending machine, where a person collects it.
The screen is made up of four high-quality LED screens to enhance the viewing perspective from various points in the airport and is cleverly situated right above the vending machine, making for a seamless transition between digital and real life.
Created by David Miami, the fun stunt follows on from Coca-Cola’s ‘Masterpiece’ ad that features various other notable artworks, including an Andy Warhol print.
The campaign launched this month in Latin America, with Asia and other markets following later this year.
Credits
David Miami
Global chief creative officer and partner: Pancho Cassis
Global COO: Sylvia Panico
Managing director: Ricardo Honegger
Chief creative officer: Rafael Donato
Group creative director: Alejandro Juli
Art director: Seiji Wakabayashi
Copywriter: Thomas Nitti
Head of production: Brenda Morrison Fell
Senior producer: Natasha Louckevitch
Senior business affairs manager: Barbara Karalis
Business affairs manager: Catalina Peña
Head of account: Carolina Viera
Group account director: Rafael Giorgino
Account supervisor: Alicia Talavera
Account executive: Patricia Menendez
Global chief strategy officer: Paula Vampre
Senior strategist: Vanessa Amaral
Head of innovation and technology: Toni Ferreira
Global PR director: Sandra Azedo
Coca-Cola
Head of global creative strategy and content: Pratik Thakar
Director, content and creative: Chase Abraham
Director creative strategy: Luciana Mendes
Senior creative strategist : Mariana Manso
Content producer and XP director: Erika Wolthers
Media manager: Maria Luisa Kruel
Marketing senior manager: Mariana David
Animation
GFX /3D animation: Blunt Action
Creative director: Richard Hampton
Executive producer: Ethan Jakab
Designer: Jared Bellon
Production
Case study: Sailor Studio
Executive producer: Luccas Oliveira, Gustavo “GGA” Almeida, Leticia Cacace
Director / creative director: Luís Guilherme Chagas
Set producer: Lucy Charlier
Set producer assistant:Juliana Millan
Production manager: Gustavo Veloso
Production coordinator: Fernanda Fernandes
DOP: Reginaldo Luca - Naldinho
1st AD: João Victor Quattrucci
2st AD: João Artur dos Santos
Post-Production
Executive post producers: Luccas Oliveira, Gustavo “GGA” Almeida
Post-production coordinators: Luiz Alejandre “Ryan”, Rafael Matheus
Editor: Luís Guilherme Chagas
Assistant editor: Nildo Ferreira
Art director: Teidy Nakao
Colorist: Reginaldo Luca - Naldinho
2D animator: Rafael Matheus, Vitor Mendes, João Mateus
Recording mixer: Chico Castellano
Coke delivery device/machine: Bizsys
Chief executive officer: Rodrigo Cassino
Mechanical engineer: Fernando Berengut
Assistant mechanical: Odailton Correa
Electronic engineer: Reginaldo Amorin
Assistant electronic: Natan Santana
JCDecaux
Sales director: João Binda
Sales head: Adroaldo Gomes
Sales head: Paolo Azevedo
Sales manager: Denise Ribeiro
Sales manager: Bruno Padilha
Sales executive: Silvia Spritzer
Sales executive: Carla Almeida
Innovation coordinator: Paula Soares
Media
Media agency: OpenX
Head of media: Vanessa Giannotti
Media director: Carla Dart
Media supervisor: Maria Luiza Coutinho
Media analyst Jr: Marcella Cardoso
Media supervisor: Gabriela Machado
Media manager: Ludymila Lopes
Senior media analyst: Adriano Alves
Blitzwork
Global chief creative officer: Ajab Samrai
Global chief commercial officer: Michael Faust
Global chief executive officer: Marcus Brown
Project manager: Bryan Obony