The Coca-Cola Company “Box” “and “Train”. Creative Convention.
Context
Coca-Cola Company organised during 4 years in a row a regional LATAM convention to share the vision and brand direction with Latin American bottlers.
Challenge
How to tell this technical information in a creative and entertainment way?
Idea
First, we chose the theme “Boxing”. The second step was to translate all the technical information to a creative script. Under the naming Eye of the Tiger, different actors performed during 45 min and talked about the obstacles the bottlers must overcome daily to help keep the leadership of the company.
The next year we developed a train in which each station was a specific topic of the Coca-Cola Company strategy. The bottlers travelled inside the train learning and enjoying the trip.
