Coke Zero doesn't taste like what people think a diet drink tastes like. So we confronted the people who have written Coke Zero off with the idea that, "you don't know zero 'til you've tried it". Then we made the campaign drinkable so they could taste for themselves.
The integrated campaign ran across broadcast TV, radio, OOH, print, web/mobile, social and retail.
ROLE: WRITING, CONCEPT
CD: Milton Correa, Jones Krahl
Art: Andreas Hoff, David Marino
Copy: Ty Carrington, Gavin Breyer
If you've got Shazam on your phone, these spots will actually pour you a Coke Zero right now.
Drink the back of a magazine? Sure. You just roll up the ad into a Coke Zero bottle, Shazam it, and let the pour begin.