Cristina Cornejo Ayala
Creative Coordinator at DAVID The Agency
Miami, Estados Unidos
TituloCoke ktchkk
Campanha Coca-Cola Messes With Your Head With Visual Campaign
Anunciante Coca-Cola Company
Marca Coca-Cola
Data da primeira Transmissão/Publicação
Sector Empresarial Bebidas carbonadas
Legenda Try not to hear this
História Can an image make a sound without actually making a sound? The Coca-Cola Company®, via its Central & Eastern Europe Business Unit, leveraged its rich history of sensorial advertising to launch a unique campaign that invites viewers to “hear” the image of an ad in their heads. The series of photographs show macro imagery of classic Coca-Cola® moments: the “fizzing” of the bubbles, the uncapping of a bottle, and the opening of a can. The headline then reads “TRY NOT TO HEAR THIS”, challenging viewers to avoid playing the sounds in their heads, but at the same time taunting them to do so. After all, it’s human nature to seek the forbidden. Or, is it something deeper working in people’s heads? This effect is called synesthesia. It’s when two different senses cross in our brains, producing the impression people are hearing one thing even though they’re stimulated via another sense, their vision. The Coca-Cola® campaign uses its instantly recognizable product and iconic rituals to trick the brain into automatically associating an image with a specific sound, filling in the silence with the expected sound. It’s in essence an auditory illusion.
Tipo de Mídia Imprensa e publicações
Director executivo criativo
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Director assistente criativo
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Supervisor de conta
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