Client: Coca-Cola

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Brief:

Source, evaluate and help select the final team of 3 Happiness Ambassadors to travel the world for 365 days to 206 countries and territories where Coca-Cola is sold.  The mission is to ask teens in each country what happiness means to them, broadcasting it across all social media platforms.  Additionally, work with the local Coca-Cola markets on how to leverage and/or grow their teen social media base.

Result:

The top 20 finalists were tested based on their ability to adapt to the program. This determined whether they were appropriate to take on the role of a Coca-Cola ambassador of this first-ever social media expedition. The result of this intensive finalist process was a targeted communications campaign on which the world’s consumers could vote. This program continues to be positively pioneering and has heralded the world over.