Brands are investing more and more to be on people's cell phones. But we’ve discovered that Coca-Cola was already there. Therefore, to address the brief of continuing to build the "Real Magic" platform in younger segments, we shared the hack with people and managed to have a unique and original Coca-Cola commercial on every phone, with minimal investment and a superior engagement rate as the content was 100% personalized.

When we type a word into the search bar of our photo gallery, the phone recognizes and groups the images containing that word. For this idea, what we did was very simple: we invited people through tutorials and influencers to search Coca-Cola in their photo gallery and discover lots of real magical moments with the brand, and we gave them the opportunity to create their own commercial with those photos. An ad that has always been on people's phones. Like us.

We wanted to demonstrate the brand's omnipresence without the need to invest millions, as brands usually do. Additionally, we aimed to prove that the vast majority of people in Latin America carry the real magic of Coca-Cola with them, even when they think they're not.

Since the communication wasn't segmented by audience, we sought a common medium to unite them. And where else could it be but their cellphones? To prove our point, we showed that just as you have the product at your fingertips because you find it everywhere, there might also be a Coca-Cola ad on your phone simply by searching the word "Coca-Cola" in your camera roll.

The campaign was launched with a tutorial on social media that invited people to discover their photos with Coca-Cola in their phone photo gallery. From there, influencers joined in, not only sharing this tutorial but also their personalized commercials. Through a hashtag, people were invited to share theirs.

The campaign lived 100% on mobile on Coca's and Latin American influencers' social networks.

The tutorial has reached at least 13.5 million views.

• The number of views exceeded the global Instagram view average by 28,112% (vs. Benchmark 47.8k).

• We surpassed the initial target by +3,326% in view rate (vs. 394k).

• It's as if each follower had played the video at least 34 times.

These results demonstrate the impact and engagement generated by the most magic and organic Coca-Cola ad, far surpassing initial expectations and setting a new standard for success in the campaign.