Coca-Cola sent out hundreds of T-shirts to social media fans, staff and creative partners and asked them to upload a photo of themselves wearing the shirt to create the world's first 'wearable movie'.
Each T-shirt was printed with a single frame from an animated short about a pair of friends and their attempts to make a giant pair of lips smile.
Each recipient received instructions to upload a photo of themselves wearing the shirt to a website. The campaign had 100 per cent participation and all the frames were stitched together to make the finished film.
Brand: Coca-Cola
Client: Guy Duncan, global group content director
Agency: Ogilvy & Mather, New York
Creative: Calle Sjoenell, Corinna Falusi, Abe Baginsky
This article first appeared on http://www.marketingmagazine.co.uk
Coca-Cola gets people to 'put on a smile' for its wearable movie
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