Working alongside Ogilvy and Bossa, Picture Farm brought in one of our favorite directors, EJ McLeavey-Fisher, to craft a portion of an award-winning (courtesy of the 2015 Cannes Lions) documentary and series of med1a spots about the dazzling tech surrounding the Coke Zero “Drinkable” billboards, commercials and installations surrounding the 2015 NCAA Final Four.
As detailed by AdWeek…
“Here’s a fun way for brands to dole out product samples. As part of its sponsorship of this weekend’s NCAA Men’s Final Four competition, Coke Zero and Ogilvy & Mather installed a “drinkable billboard” that shoots soda through a massive straw into a public drinking fountain.
The 23,000-pound novelty is in White River State Park in Indianapolis, where the games are taking place. Coke Zero flows through 4,500 feet of straw to spell out “Taste It.” Then the liquid travels from the bottom of the billboard to a sampling area with six fountain spouts where people can taste the soda.
Coke’s TV spot, which you can watch below, triggers a Shazam ad that shows a glass filling up with Coke. Once the glass is full, the app offers a mobile coupon for a free 20-ounce bottle.”
It was a production through post project, supporting director E.J McLeavey Fisher and producer Johnny Fego as they filmed these spectacular feats of interactivity and created multiple elements and assets for web, broadcast and their Bronze-winning run at the Cannes festival and also made The Guardian’s shortlist of highlights:
“A definite highlight for our agency’s New York office was the work it produced with Coke Zero, creating the first ever “drinkable” ad campaign. One particular strand of it – the TV ad – utilised the Shazam app, inviting consumers to use their mobile device during the ad to receive a digital “sample” of the product. As the big screen ad poured a drink, the mobile screen filled up with Coke Zero, eventually giving the viewer a coupon for a free drink. By tapping into consumer behaviour – in this case, using a mobile phone while watching television – the brand was able to get millennials to interact with it and ultimately try the product.”