01
the BRIEF
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intended AUDIENCE
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the PROBLEM
the SOLUTION
Lead a guerrilla motion graphics campaign focused on promoting
social justice and environmental awareness. The objective is to
compel the Coca-Cola company to cease the use of plastic in their soft
drink production and encourage a return to environmentally friendly
materials like glass.
This campaign will rekindle the nostalgia of Coca-Cola glass bottles,
using vintage visuals and storytelling to remind older generations of
simpler, cherished moments. By highlighting the environmental benefits,
we’ll showcase glass as a sustainable choice over plastic, with
statistics on pollution to underline the urgency. The message calls for
a return to authenticity, urging consumers to choose glass for a cleaner,
greener future.
The challenge is to bridge generations and revive the love for
Coca-Cola glass bottles. As the world has transformed since 1973,
older generations long for a simpler, authentic era, while society
faces rising plastic pollution. By evoking nostalgia for a cleaner,
more sustainable past and contrasting it with today’s plastic-heavy world,
we can inspire a shift back to eco-friendly, glass packaging choices.
Your audience is a mix of older generations and environmentally conscious consumers.
The older demographic, likely those who remember Coca-Cola’s classic glass bottles,
values nostalgia and longs for the authenticity and simplicity of earlier days.
They have a fondness for products that remind them of past experiences, especially
those tied to quality and tradition. The environmentally conscious segment, spanning
various ages, is highly aware of plastic pollution and is motivated to support brands that
prioritize sustainability. This group is drawn to eco-friendly choices and appreciates
brands that align with their values for a cleaner planet.
