If you have ever eaten or drunk something very cold you may have experienced how the brain is “freezing.” A feeling that Coca-cola Frozenthe division of the company that markets the soda in the Granged version, has moved to an audiovisual experience and its own graphic system with its new campaign.
The brand has converted the so -called “Brain Freeze” into its brand territory, under a creative concept developed by agencies WPP Open X.led by Ogilvy Singaporeand Golden Wolf. He has translated the cold of his product and the awkward pleasure associated with the icy drink in a complete sensory experience.
The result is a series of audiovisual pieces that convert that fleeting pain that causes the drink into a psychedelic show. For this, it has opted for various aesthetic resources, such as plasticine, “glitch-core”, animation or 16-bit video game design. It’s about seven Visual microuniversos different with which the brand seeks to capture an authentic consumption experience and connect with generation Z.
In addition, each piece is accompanied by a sound landscape created especially for the occasion and that also evokes the sensations caused by the consumption of the icy drink. The sound design has corresponded to Fuse Adventures in Audio, a study located in Malaysia.
“Brain freezing is not a side effect, it is the main event. Coca-Cola converts chills into emotions, transforming an invisible feeling into an audiovisual explosion as bold as freezing itself”, They have commented from Ogilvy through social networks.
The campaign transforms the “Brain Freeze” into a distinctive characteristic of the product and presents it as a time with which all consumers can identify. Instead of focusing only on product features, he has given prominence Through clear visual and emotional references, which raises relevance and cultural resonance of the message.
The campaign will be executed on social networks, outdoor advertising, and will include filters for Tiktok and collectible items, such as glasses or hats. “The brand challenged itself to convert this invisible and universal sensation into a visible and tangible”, They say from Golden Wolf on their website.
