Coca-Cola - Coke Uplift

How do you make a campaign relevant to teenagers – not just in one country, but – in markets as far-flung as Southeast Asia, the Caucasus and Africa?

Coca-Cola led its new campaign from its Southeast Asia business unit and worked with agency FCB Africa, giving it diverse viewpoints right off the bat.

The concept is about fighting the post-lunch slump. In the ad, called "The Meme," someone sips a fizzy Coke, perks up and does a funny, boppy shoulder-scrunching jig that gets filmed and shared on social networks around the world.

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