But, until recently, one thing couldn’t be shared: an actual can of
“So we asked ourselves, ‘what if they could?’” explains Eugene Cheong, chief creative officer, Ogilvy & Mather Asia Pacific.
With that same sentiment, Ogilvy & Mather Singapore and
Ogilvy & Mather France pooled resources and thinking to take the
“Half for you and half for someone you love,” explains
Leonardo O'Grady, director of integrated marketing communications,
Happiness struck in Singapore in March. Watch the short film below -- which has emerged as a global viral sensation -- and be sure to share with your friends:
O'Grady says the film has struck a universal chord based on both the novelty of the innovation and the genuine reactions the can provoked among unsuspecting consumers during the shoot.
"Its simplicity and authenticity captures real moments of surprise and joy," he adds. "And what's amazing is the way it bridged connections and created emotional bonds between people sharing the can. Viewers are responding to the humanity in that and empathizing with those experiences. On top of that, when you see a Coke can broken and shared like bread, it is both personal and part of something incredibly real and true to the brand."