Description
This is Real Magic. An ice-cold Coca-Cola, straight from the digital panel, is passed into the hands of those passing through Terminal 3 at Guarulhos Airport in São Paulo. As part of its “Real Magic” platform, the brand initiated an unprecedented activation, debuting in Latin America with the recently launched “3D Deep Iconic” JCDecaux equipment created exclusively for running campaigns in three dimensions.
The activation, created by DAVID Miami, aims to deliver inspiration and magic by uniting the virtual world with the real world, where the famous art character “Girl with a Pearl Earring”, by Vermeer, will transform a digital Coca-Cola into a real, physical Coca-Cola for anyone close to the panel. The activation is part of the new global campaign “Masterpiece”, launched by the brand at the beginning of the month with the Blitzworks agency.
The “U”-shaped equipment with an infinite border, which helps in the virtual extension and explores the exit and interaction with objects, is 13 meters wide at the front, six meters wide on each side, and three meters long. According to JCDecaux, the four high-quality LED screens elevate the viewing perspective and give an angle to the 3D perspective at various points in the lobby.
This professional campaign titled 'Real Magic' was published in Brazil in March, 2023. It was created for the brand: Coca-Cola, by ad agency: DAVID Miami. This Experiential medium campaign is related to the Soft Drinks industry and contains 1 media asset. It was submitted over 1 year ago.
Credits
Agency: DAVID Miami
Client: Coca-Cola
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Managing Director: Ricardo Honegger
CCO: Rafael Donato
Group Creative Director: Alejandro Juli
Art Director: Seiji Wakabayashi
Copywriter: Thomas Nitti
Head of Production: Brenda Morrison Fell
Sr. Producer: Natasha Louckevitch
Senior Business Affairs Manager: Barbara Karalis
Business Affairs Manager: Catalina Peña
Head of Account: Carolina Viera
Group Account Director: Rafael Giorgino
Account Supervisor: Alicia Talavera
Account Executive: Patricia Menendez
Global Chief Strategy Officer: Paula Vampre
Senior Strategist: Vanessa Amaral
Head of Innovation and Technology: Toni Ferreira
Global PR Director: Sandra Azedo
Client credits
Head of Global Creative Strategy & Content: Pratik Thakar
Director, Content and Creative: Chase Abraham
Director Creative Strategy: Luciana Mendes
Senior Creative Strategist : Mariana Manso
Content Producer and XP Director: Erika Wolthers
Media Manager: Maria Luisa Kruel
Marketing Senior Manager: Mariana David
GFX /3D Animation – Blunt Action
Creative Director: Richard Hampton
Executive Producer: Ethan Jakab
Designer: Jared Bellon
Production Company
Case Study – Sailor Studio
Executive Producer: Luccas Oliveira, Gustavo “GGA” Almeida, Leticia Cacace
Director/Creative Director: Luís Guilherme Chagas
Set Producer: Lucy Charlier
Set Producer Ass.:Juliana Millan
Production Manager: Gustavo Veloso
Production Coordinator: Fernanda Fernandes
DOP: Reginaldo Luca - Naldinho
1st AD: João Victor Quattrucci
2st AD: João Artur dos Santos
Post-Production
Executive Post Producers: Luccas Oliveira, Gustavo “GGA” Almeida
Post-Production Coordinators: Luiz Alejandre “Ryan”, Rafael Matheus
Editor: Luís Guilherme Chagas
Assistant Editor: Nildo Ferreira
Art Director: Teidy Nakao
Colorist: Reginaldo Luca - Naldinho
2D Animator: Rafael Matheus, Vitor Mendes, João Mateus
Recording Mixer: Chico Castellano
Coke Delivery Device/Machine - Bizsys
CEO: Rodrigo Cassino
Mechanical Engineer: Fernando Berengut
Assistant Mechanical: Odailton Correa
Electronic Enginner: Reginaldo Amorin
Assistant Electronic: Natan Santana
JCDecaux
Sales Director: João Binda
Sales Head: Adroaldo Gomes
Sales Head: Paolo Azevedo
Sales Manager: Denise Ribeiro
Sales Manager: Bruno Padilha
Sales Executive: Silvia Spritzer
Sales Executive: Carla Almeida
Innovation Coordinator: Paula Soares
Media Agency: OpenX
Head of Media: Vanessa Giannotti
Media Director: Carla Dart
Media Supervisor: Maria Luiza Coutinho
Media Analyst Jr.: Marcella Cardoso
Media Supervisor: Gabriela Machado
Media Manager: Ludymila Lopes
Senior Media Analyst: Adriano Alves
Blitzwork Credits: Agency created Masterpiece Spot
Global Chief Creative Officer: Ajab Samrai
Global Chief Commercial Officer: Michael Faust
Global Chief Executive Officer: Marcus Brown
Project Manager: Bryan Obonyo
