Making Coke more ordinary. The Between campaign, developed
in collaboration with ad agency Wieden + Kennedy and copywriter
Kathy Hepinstall , tries to make Coca-Cola more part of everyday
Japanese life. Each print ad defines a moment (and chance to drink
Coke) by what came before and what comes after: "between
heartbreaks," "between
moments without drama" (with art by Adrian Tomine),
and "between
places your mind wanders to." In the television
spots (directed by Sogo Ishii), the product is similarly placed
in the middle: "between
hope and disappointment," "between
asleep and awake."
what we did:
concept · design · preparation
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