Coca-Cola Open Happiness
88 Phases provided brand strategy and visual branding development for the Coca-Cola Teen market. It was our goal to create a campaign that truly speaks to the teens and penetrate the market place with images that capture the true moment of the "Open Happiness" brand message of Coca-Cola.
An open casting was initiated to find the final talents. It was very important for Coca-Cola and the creative team to cast teens that truly embody the Coca-Cola sprit and brand.
The result was overwhelming. Over a thousand teens were seen during a two day period. Narrowing it down to the final group of teens was not easy. In the end, group of teens were casted that really represented the Coca-Cola brand in the brand messaging of culture diversity, authenticity and most importantly, teens that truly embody the OPEN HAPPINESS sprit.