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Open Happiness / Advertisement campaign

Open Happiness
Open Happiness

Discipline: Communication

Discipline: Communication

How to create an original, eye-catching and most of all emotional press ad for Coca-Cola? Easy: with a smile. Developed directly out of the brand, “Open Happiness” comes to life immediately for every viewer and enhances the cheerfulness already contained in the original Coke logo.

Zooming in on the brand becomes an eye-catcher. With the cutaway of the typographical lettering ‘Coca Cola’, a new reading becomes an emotional form of communication: the smiley. A wonderfully self-reflective yet incredibly powerful statement, granting new freedom of action to a logo merely by changing the perspective. Wonderful. Emotional. Highly deserving of an iF gold award.
Jury Statement
Client / Manufacturer

Coca-Cola GmbH

Coca-Cola GmbH
Berlin, Germany

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Design

McCann Berlin

McCann Berlin
Berlin, Germany

Erik Gonan (CD Art), Tilo Endert (CD Copy), Lisa Marie Schröder (Art Director), Thorsten Adenauer, Stefan Bächle (ECD), Bill Biancoli (CCO)

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