Coca-Cola: Catch -- Super Bowl XLVI
Will do anything.
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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Full Credits
- 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
Date
Jan 27, 2012
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