Coca-Cola is helping young people fight the post-lunch slump with an international ad campaign created by the company’s Southeast Asian business unit in Singapore.
“Meme” opens with a group of friends sitting in an Asian cafeteria. Everyone is drinking
The moment is filmed and shared on social media, and the clip speeds off around the globe, capturing the imagination of everyone who sees it before – within seconds – coming full circle to the phone of the guy who just jigged.
“We wanted a new campaign to position it as the antidote to the lurgy or lassitude that typically affects people in the afternoon,” said Pratik Thakar,
“Meme” was filmed in Cape Town and will roll out in dozens of markets around the world – from the Caucasus, Russia and Central Asia, to pan-Africa, Turkey and Southeast Asia. Different lead characters rotate in to resonate in various markets. Additional 15-second versions will roll out on social media.