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Coca-Cola: The Great Happyfication

A longtime champion of happiness, Coca-Cola has always tried to express a refreshingly positive view of the world, bringing us, among others, “Enjoy Life” (1924), the creation of the Coca-Cola Santa Claus (1931), and more recently “Open Happiness” (2009). The latest instalment of the Emmy & TIME nominated Happiness Factory series, The Great Happyfication is an all-singing, all-dancing six-minute animation that distills the secrets of happiness. “The brief was huge. We wanted to make the happiest 6 and a half minutes in film. No half measures. We also wanted to get the world singing the Coca-Cola 5 notes”, says Jonathan Mildenhall, VP Global Advertising Strategy & Content Excellence of Coca-Cola. “I am absolutely delighted with the work from W+K, Psyop and Human. This is a partnership that has steered the direction of Happiness Factory for the last six years. In truth the work just keeps on getting better and better. Rather like drinking a bottle of ice cold Coke, you just never want it to end.” Created by the people who brought you the Happiness Factory, advertising agency Wieden+Kennedy Amsterdam, animation and design studio Psyop and music company Human, the Great Happyfication is set across the epic landscapes of said Factory. Viewers are guided through the film by narrator Pete, a wham-bam-magic-man, and Wendy, the most enthusiastic cheerleader you will ever meet, meeting a glamorous trio of penguins, kissy puppies and a mortar man along the way. Mark Bernath, Executive Creative Director at Wieden+Kennedy Amsterdam comments "Coke doesn't want to keep all of its formulas a secret. In fact, when it comes to how to be happy, the brand is more than ready to sing from the rooftops about it. We created The Great Happyfication as a musical celebration of the tenets of happiness, and we hope people feel good just from watching it." Launched at the World of Coca-Cola attraction in Atlanta in June, the Great Happyfication will premiered on the global stage on Facebook at 3pm GMT / 10am EDT today to over 34 million of Coca-Cola’s Facebook fans, and will be supported by seeding and social media.

Advertising Agency: Wieden+Kennedy, Amsterdam, Netherlands
Executive Creative Directors: Eric Quennoy, Mark Bernath
Creative Directors: Eric Quennoy, Mark Bernath
Art Director: Mathew Jerrett
Copywriter: Sean Vij
Broadcast Director: Erik Verheijen
Agency Producers: Olivier Klonhammer
Planner: Amanda Feve
Group Account Director: Andrew Kay
Account Director: Philip Jacobson
Account Manager: Ilkay Dibekoglu
Project Manager: Kate Blumer
Business Affairs: Karen Crossley
Production Company: Psyop / Smuggler
Director: Psyop
Creative Directors: Todd Mueller, Kylie Matulick
Executive Producer: Kim Wildenburg
Producer: Amanda Miller
Assistant Producer: Chase Masterson
Animation Lead: Dan Vislocky
3D Lead: Kyle Cassidy
Compositing Leads: Danny Koenig, Jason Conradt
Editor: Brett Nicolletti
Sound Design: Henry Boy
Sound Designer: Bill Chesley
Executive producer: Kate Gibson
Audio Post: Grand Central Sound Studios
Sound Designer/Mixer: Raja Sehgal
Music Company: Human
Composers: Edmond Dunne, Timothy Moore, Andrew Bloch, Morgan Visconti

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12 comments

morse's picture
morse
15809 pencils

Very entertaining and very well done. Congrats!

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

kleenex's picture
kleenex
27722 pencils

Great Happyfication!!!!

abake's picture
abake
1256 pencils

Nice and all, but I think they were trying too hard.

andrejevic's picture
andrejevic
19 pencils

2 words... W+K :)

Temple's picture
Temple
9834 pencils

I love Coke ads, but I feel this won't make a career outside FaceBook afficionados.

AdBuzzer's picture
AdBuzzer
1168 pencils

It could be a nice completion of the "Happiness" animation format. I'm not sure if such films can still engage and make the "wow!" effect after we had seen a few such executions in the last decade. Still an amazing ad with bold production values.

Norremark's picture
Norremark
77 pencils

Try hard commercial.
Gets very little done compared to how much time it takes. Just cause it took a long time to make the animations doesn't make it a good ad.
Will this sell more coca cola? I would be suprised if it did

The happy factory concept was fun to begin with, but this is just 6 more minutes of the same, and you can get sooooo much said in 6 minutes

jinfan102's picture
jinfan102
160 pencils

Oh my, this is way too LONG. I'm a huge fan of W+K, but I can't say I like this one :(
Six minutes of repeating and rephrasing the same thing.

Ceballos's picture
Ceballos
625 pencils

too long

AdMom's picture
AdMom
28 pencils

6 mins for a commercial? It is a short film.

Hadrons's picture
Hadrons
5743 pencils

Classic by now :-)

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

dnyanesh's picture
dnyanesh
115 pencils

Very Nicely Done..

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