AI and art combine to continue magic in latest Coca-Cola spot
Coca-Cola Australia has launched a new global campaign, ‘Masterpiece’, building on its existing ‘Real Magic’ brand platform.
The new spot encourages generation Z audiences to take a break from their busy lives and enjoy ‘the magic of the moment’ with a refreshing Coca-Cola.
The campaign is set in an art museum, where students are sketching select paintings on display, including an iconic Coke artwork by Andy Warhol, and Johannes Vermeer’s ‘Girl with a Pearl Earring’.
Featuring a clever use of animation and AI, the famous artworks come to life, delivering the drink to an uninspired student.
Coca-Cola Australia marketing director, Kate Miller, said it’s no secret that generation Z is a busy audience.
“They’re passionate and always on the go, and focused on making the most of every day, but this fast-paced lifestyle can lead to burnout,” she said.
“We hope this creative campaign inspires people to take a break, refresh and lift their mood with an ice-cold Coca-Cola.”
The campaign is rolling out across OOH, social including Snapchat, Meta and YouTube, and BVOD including Seven, Nine, Foxtel, SBS, Ten and Twitch.
Credits:
Electric Theatre Collective
Electric Studios
Academy Films
HeadsUp Production Ltd
BLITZWORKS
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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