Cannes, France – The
Since winning its first Cannes Lion in 1967,
Other winners included “Share a Coke” from Australia, the “Coca-Cola Sharing Can” from Singapore, the “Million Reasons to Believe in Thailand” campaign and the “Coca-Cola FM Amplifier” print ad from Brazil. Visit http://thecoca-colacompanyatcannes.com to learn more about the company’s awarded work.
Creative With a ConscienceJonathan Mildenhall, VP of advertising strategy and content excellence, said “Small World Machines” in particular has the “secret formula the Cannes juries are looking for – brutal simplicity, genuine authenticity, seamless technology, an authentic product role and a strong social purpose.”
Much of this work straddles borders, challenges racial prejudice and defies gender stereotypes – all guided by a common strand of DNA. “Each of our stories is relentlessly optimistic,” Pollard explains. “We have always believed that
Check out this FastCoCreate infographic illustrating the “9 Principles of Work That Matters.”
And social purpose is not just good for the world; it’s good for business, too. As Mildenhall notes, most of the last 15 advertisers to be named Creative Marketer of the Year enjoyed, at the time, either an all-time-high share price or record-setting sales.
“I have long been a believer that outstanding creativity leads to outstanding commercial results,” he adds. “For us, business success is a result of many drivers, but you cannot deny our share price success and volume growth over the past two years.”
Mildenhall concludes, “We have all worked incredibly hard to push our own creative benchmarks. Great work is pouring out from all over our system, and the drive for creative excellence is system wide. Today is the first day of the next creative mountain we must climb.”
More on Journey
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- #ThatsGold: Get the Scoop on Coke’s Global Campaign for the Rio 2016 Olympic Games
A Celebration That Sells: Global Campaign Toasts '100-Year-Young'
- 2 Billion Under 20: A Millennial Movement for a Better World
Bridging the Digital Divide:
Coca-Cola, BT Deliver WiFi Access to Rural Communities in South Africa