The 60-second TVC, promoting the upcoming FIFA World Cup Trophy Tour, is the centerpiece of an ad campaign that began on 25 November and is running for a month. The first Coca-Cola ad campaign created in Myanmar with local talent, the initiative will also include a touring roadshow and press event.
Campaign Asia-Pacific spoke with Leonardo O’Grady, director of integrated marketing and communications for Coca-Cola, and Graham Painter, creative director of Today Ogilvy & Mather Myanmar to find out more about this campaign and Coca-Cola’s development in this new market.
Coca-Cola re-entered Myanmar in 2012 after an absence of 60 years. "It is a very special place for us," O'Grady said. "We have a lot of passion and interest in this new market.”
The campaign's focus on the World Cup trophy is a great way to show Myanmar being brought into the larger global context, he added.
The tour is taking the World Cup trophy to many countries in Latin America, Europe, North America, the Middle East and Asia, with key markets in this region including China, India, Thailand, Indonesia and Malaysia. The tour will stop at Myanmar's Thuwunna National Indoor Stadium in Yangon 25 through 27 December.
"The World Cup is a game for everyone, which is completely inclusive across diverse social, economic, ethnic and cultural backgrounds, as football is the universally loved game,” Painter said. “Our team in Myanmar have taken on this sentiment."
The TVC makes a parallel between the country's history and the journey of three children from their rural home to the city to see the trophy. After overcoming various adversities, the boys get a ride from the friendly driver of a Coca-Cola truck, which enters the city among a cheering crowd.
By showing the kids’ perseverance and optimism, the ad asks people to embrace the positive changes taking place and acts as a powerful trigger for feelings of national connection, pride and hope, Painter said.
The campaign also includes print ads, radio, social media and OOH.
Painter added that the filming itself was an amazing experience for the crew, the Coca-Cola team and the Ogilvy staff; some of the kids actually tried Coke for the first time during filming.
Agency: Today Ogilvy & Mather
Creative director: Graham Painter
Art director: Thihan Kyaw, Nyein Chan Aung
Copywriter: Erik Nagamatsu, Aung Moe Oo
Account director: Khin Myat Htwe
Account manager: Noemi Almo
Account executives: Suwai Yee Than, Zung Sau Lung, Zarchi Saw Naing
Regional management: Martin Murphy, Cory Turner
Producer: Lonzo Lim
Director: Christoph Chrudimak
Editor: Frederic Baudet
Post production: The Post Bangkok
Music house: The Gunnery Singapore
With special thanks to CCO Ogilvy & Mather Malaysia Gavin Simpson
This article first appeared on www.campaignasia.com.