Coca-Cola: Catch -- Super Bowl XLVI

Will do anything.

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Coca-Cola is bringing back the iconic animated polar bears for its Super Bowl effort, which integrates social media, television and second-screen viewing.

This :60 spot actually has two versions -- each featuring the bear wearing a different scarf. When it airs, Coke and Wieden will decide which spot to put up, depending on what the score is at the time. The team that is losing is in "most need" of the Coke, and the right spot will be picked.

The campaign starts with the teaser videos on Coke's Super Bowl site: CokePolarBowl.com, which feature two bears wearing either the Giants or Patriots colors.

The bears will be watching the big game live, and share their reactions to the plays, the halftime show and commercials on the web site, all in real-time. Wieden employees will control the bears' reactions.

On Coca-Cola's Twitter account, the polar bears will take over, talking about the game and the ads. Fans can talk to them and share pictures of their Game Day parties.

Another spot, a :30 animated feature, will also air on Game Day and will be released next week. "Superstition" will feature one of the bears watching the game with fingers, toes, arms, legs and scarf crossed. But when offered a Coke by his polar bear buddy, he struggles to drink it without uncrossing anything -- a nice touch on how fans feel when they yell at the screen during heated-up moments.

There's also post-Super Bowl fun to be had, where fans will be able to share a Coke and a message through the brand's Facebook page.

Read more about the effort on AdAge.com.

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About

Credits
Date
Jan 27, 2012
Agency:
Wieden + Kennedy Portland
Client:
Coca-Cola
Creative Director:
Hal Curtis
Creative Director:
Jeff Gillette
Copywriter:
Heather Ryder
Art Director:
Chris Thurman
Senior Producer:
Lindsay Reed
Project Manager:
Laurie Holtz
Music Producer:
Peter Gannon
Executive Creative Director:
Mark Fitzloff
Executive Creative Director:
Susan Hoffman
Agency Executive Producer:
Ben Grylewicz
Planner:
Nicole Brandell
Planner:
Dave Burg
Planner:
Maria Correa
Media Supervisor:
Seth Coffrin
Measurement Strategy/Metrics Architect:
Eugene Krasnopolsky
Digital Strategy:
Ernest Kim
Digital Strategy:
Josh Millrod
Community Manager:
Josie Goldberg
Production Company:
Animal Logic
Director:
David Scott
CG Supervisor:
Feargal Stewart
Producer:
Georgie Uppington
Coordinator:
Sandra Mondange
Coordinator:
Julie Podolski
Editor:
David Burrows
Editor:
David Scott
Art Director:
Charles Santoso
Environment Concept Artists:
Michael Halford
Environment Concept Artists:
Kim Taylor
Storyboard Artist:
Don Walker
Storyboard Artist:
Lianne Hughes
Storyboard Artist:
Kevin Peaty
Character Modeller:
Stefan Literini
Character Modeller:
JP Molloy
Environment Modeller:
Pierre Salazar
Environment Modeller:
James Dunlop
Environment Modeller:
John Saleem
Environment Modeller:
JP Molloy
Character Rigger:
Adam Ryan
Character Rigger:
Darek Oczak
Character Surfacer:
Feargal Stewart
Character Surfacer:
Martin Newcombe
Character Surfacer:
Nerys Lincoln
Character Surfacer:
Camela Cheng
Character Surfacer:
Mark Robinson
Environment Surfacer:
Sebastien Gourdal
Environment Surfacer:
Anita Breitbarth
Environment Surfacer:
Aaron Hoffman
Matte Painter:
Kurtis Richmand
Matte Painter:
Michael Halford
Matte Painter:
Charles Santoso
Layout & Previs Artist:
Pablo Plaisted
Layout & Previs Artist:
Ned Walker
Layout & Previs Artist:
Tim Rowlandson
Layout & Previs Artist:
Alfie Oliver
Layout & Previs Artist:
Andrew Hunt
Animation Lead:
Mathieu Di Muro
Animator:
David Williams
Animator:
Tim Rowlandson
Animator:
Alfie Olivier
Animator:
Pablo Plaisted
Animator:
Joe Helmore
Animator:
Jhon Alvarado
FX Lead:
Miles Green
FX Artist:
Phil Wittmer
FX Artist:
Sotiris Bakosis
FX Artist:
Larry Townsend
Lighting Artist:
Manuel Macha
Lighting Artist:
Sebastien Gourdal
Lighting Artist:
Joshua Nunn
Lighting Artist:
Aaron Hoffman
Lighting Artist:
Graeme McGirr
Lighting Artist:
Feargal Stewart
Lighting Artist:
Stefan Litterini
Lighting Artist:
Domenick Simpson
Flame Compositor:
Yann Doray
Colorist:
Samuel Chynoweth
Music:
Stimmung
Arranger/Conductor:
Robert Miller
Executive Producer:
Ceinwyn Clark
Producer:
Megan Campbell
Sound Design Company:
Barking Owl
Sound Designer:
Michael Anastasi
Executive Producer:
Kelly Bayett
Mix Company:
HEARby
Engineer:
John Buroker

See more credits

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