To leverage Coca-Cola's sponsorship of the FIFA Confederations Cup and launch their new positioning of 'Open Happiness', we created a journey with similar highs and lows to the World Cup journey South Africa has been on as a country. The journey took the form of a nobody student director who is given the opportunity to direct a big budget Coca-Cola commercial for the the Confeds Cup. Over 6 weeks the country followed the trials and tribulations of this youngster across an array of media platforms, sharing in the joy, frustration and eventual success as he opened happiness.

We created a journey similar to South Africa's World Cup journey in the form of a student director's opportunity to direct a big budget Coca-Cola commercial for the the FIFA Confederations Cup.

Over 6 weeks the country followed this youngster across an array of media platforms, sharing in the frustration and eventual success as he opened happiness.It launched via PR across press, radio and TV, announcing the youngster's opportunity and introducing him to the nation. Daily radio interviews tracked his progress and built hype. National outdoor announced the flighting date. Facebook allowed consumers to engage with him and view behind-the-scenes. His first disastrous attempt flighted on TV. Radio, press, TV interviews + digital announced Coke's continued support. 20" training videos featuring celebrity assistance then flighted nationally. Outdoor announced flighting date of his second attempt. Activations drummed up ground support. The final commercial then flights. Outdoor is refreshed with Open Happiness.

- Voted SA's coolest brand by core market (16-19 year-olds)- Voted SA's favourite brand- No1 FIFA World Cup association.- Noting levels 6% above norm.- Brand health spiked above previous metrics for other years.