Coca-Cola rolls out a little unexpected happiness

Amsterdam, Netherlands. October 1, 2013 – Coca-Cola today launches Roll Out Happiness, the latest global installment in the brand’s ‘Where Will Happiness Strike Next?’ series. Striving to make our cities and lives a little less gray, the film shows what happened when Coca-Coca rolled out a lush, green park and opened happiness in an unexpected location.

Gray, grau, gri, グレー, šedá – whichever way you say it, the dullness of gray is an all too present fixture for those of us who live in concrete heavy urban cities. To bring people together and help them cast aside their worries to enjoy the moment, Coca-Cola made one spot a little less gray by transforming a drab city square with a pop-up park.

Created with ad agency Wieden+Kennedy Amsterdam, the Roll Out Happiness film depicts the grass being physically rolled out by Coca-Cola’s customized grass-laying vehicle, with surprised passersby looking on as the park takes shape. Bringing people from all walks of life together (and even their dogs) are trees brimming with fun equipment to play with and two special vending machines. With nothing but the instructions to “Take Off Your Shoes To Open Happiness” – the vending machines rewarded those who did with not only the feeling of fresh grass underfoot, but a refreshing bottle of Coca-Cola.

Christy Amador, Coca-Cola Global Digital Brand Strategist, says: “This is one of my favorite “Where Will Happiness Strike Next?” executions.  The concept is so simple, yet uplifting – It perfectly demonstrates our strategy – and you can’t help but smile as you watch it!”

The film is available to view now on Coca-Cola’s YouTube channel: www.cokeurl.com/rollouthappiness

COCA-COLA ‘ROLL OUT HAPPINESS’ CAMPAIGN CREDITS

COCA-COLA
Guy Duncan: Global Group Content Director
Christy Amador: Global Digital Brand Strategist

WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director: Mark Bernath, Eric Quennoy
Creative Directors: Edu Pou
Art Director: Max Gebhardt
Copywriter: Max Arlestig
Head of Production: Erik Verheijen
Agency Producers: Judd Caraway, Lars Fabery
Group Account Director: Kirk Johnsen
Account Manager: Alex Allcott
Business Affairs: Emilie Douque

FILM PRODUCTION
PRODUCTION COMPANY: BRENNINKMEIJER & ISAACS- AMSTERDAM
Director of Photography: Clemens Baumeister
Executive Producer: Jelani Isaacs @ B&I
Producer: David Leite @ B&I
Production Designer: Martin Krejzlik
Line Producer: Gerda Serbentaite @ Grandma Films
EDITING COMPANY: THE GENTLEMEN’S CLUB- AMSTERDAM
Editor: Benjamin Putland

AUDIO POST: AUDENTITY MUSIC AND SOUND- AMSTERDAM
Sound Designer/Mixer: Niels den Otter
Music: Niels den Otter

POST PRODUCTION: DARLINGS POST- AMSTERDAM
Exec Producer/Post Producer: Sander Brenninkmeijer @ B&I
Compositing & Finalizing: Darlings Post under supervision of Robert Okker
Color Grading: Robert Thomas @ Darlings Post

About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand, our Company’s portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottlingpartners, we rank among the world’s top 10 private employers with more than700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo or check out our blog, Coca-Cola Unbottled, at www.coca-colablog.com

About Wieden+Kennedy Amsterdam
Wieden+Kennedy is an independent, creatively led advertising agency that creates strong and provocative relationships between good companies and their consumers. Founded in 1992, the Amsterdam office is a truly international agency purposefully built to produce global and pan-European campaigns. Clients include Coca-Cola, Electronic Arts, Heineken, Booking.com, Nike, Powerade, Women Win and EYE Film Institute.�
www.wkamst.com