Coca-Cola imprime latas personalizadas en braille a beneficio de la fundación ProCiegos
A year ago Coca-Cola launched a special edition with people’s names printed on the cans, but they missed an important sector of Mexican population, blind people. That is why they appealed to Anónimo México to carry out the campaign Coca-Cola Braille, in which they printed in braille the names of people with visual disability to collaborate with the Fundación ProCiegos.The experience was so successful that they created the personalization center Cinépolis, outside the chain´s movie theaters. With this campaign Coca-Cola and Anónimo interpreted blindness as a challenge and not a difficulty. At the end of the engraving process they showed the slogan: Destapa la felicidad (Open Up Happiness). The campaign will compete in the 2015 Cannes Lions International Advertising Festival. The creative team in charge was coordinated by Rafael Martínez, CCO; Jorge Méndez, Head of Art; Benjamín Pedrero, Creative Director of the group and Rogelio Cortez, Creative Director. The Art Directors in charge were Maricarmen Rubí, Julio Eloss and Erika Gómez. The writers responsible for the campaign: Silvia Lona, Luis Meza and Alan Marín. Did you like this piece? Share your opinion with #PalpitandoCANNES and follow us on PRODUPublicidad.
