A skydiving 81-year-old grandmother, a campaigning fashion model and a group of bullied kids who form a close-knit friendship feature in a new global campaign from Coca-Cola that sets out to tackle prejudice.
In each spot, the first words that flash up on the screen are prejudicial -- for example "weak" or "fragile" for the grandmother -- but the story goes on to show us who that person really is, along with a new set of words. As these inspirational stories unfold, the choice of music ("Hold Me Now" by the Polyphonic Spree) is particularly uplifting.
The campaign also features a documentary-style film featuring an experiment, in which participants are invited to look at photographs of people and give their honest opinions on what kind of person they think they are. Naturally, the opposite turns out to be true.
Created by Barcelona-based agency The Cyranos McCann, produced by Landia and directed by Andy Fogwill, the campaign will run on all Coca-Cola's online platforms.