Framing the Challenge:
The Coca-Cola Company had a big announcement to make. In August 2016, they had met their ambitious goal of 100% water replenishment five years early, making them the first Fortune 500 Company to replenish all the water they use globally.
As impressive as this achievement was, it was not the end of the journey for Coca-Cola, but rather the beginning. As their business continues to grow, so will the amount of water they’ll need to replenish over time, a complex and never-ending challenge.
A large portion of Coca-Cola’s millennial audience cares deeply about sustainability issues, and more and more of them factor in a company’s social values when making purchasing decisions or deciding what to share on social media. But they’re extremely skeptical of anything with a hint of hyperbole or corporate green-washing.
So this announcement couldn’t come off as chest beating. It had to strike the right tone–that of a confident, but humble leader.
We decided to avoid anything that sounded like corporate speak and let the water do the talking, crafting social media content with a simple, direct tone and whimsical, hand-crafted visual style to encourage sharing.
Our team hit the local hardware store, picking up stacks of glass panes, spray-on water repellant, and PVC pipes to build a makeshift film rig.
After hand-cutting stencils of Coca-Cola’s iconic contour bottle, we captured the natural water effects needed to create short, sharable social media animations for one of the world’s biggest brands.
Engagement rates for our branded Facebook and Twitter posts ran as high as 10 times the average for similar branded posts, ensuring that Coca-Cola was getting the credit they deserve among millennials concerned with corporate sustainability.