Description
Throughout French History, every major event has been immortalized and these masterpieces have become part of France’s collective memory. With France hosting the Olympics for the first time in a hundred years, Coca-Cola wanted to turn this unique experience in a masterpiece using contemporary tools and techniques, namely combining 8 AI tools. The brand decided to create a real-time digital fresco in the Coke App which French people could join simply by taking a selfie. While producing this digital experience, we faced 3 challenges:
1/ The experience is real-time, meaning that the full process took people less than 10 seconds to see their avatar in the fresco.
2/ Over 1M mannequins were created to guarantee the likeness of the avatars and avoid any copy/paste feeling within the fresco.
3/ 14 unique backgrounds, each representing accurately one of the French regions.
Overall, La Fresque is an unprecedented use of AI combining multiple advanced AI models in a fully automated, interactive and highly personalized experience.
On Jan 21st 2025, the renowned Musée des Arts Décoratifs in Paris choose to add “La Fresque” to their collection.
This professional campaign titled 'The Fresco' was published in France in May, 2024. It was created for the brand: Coca-Cola, by ad agency: Ogilvy Paris. This Digital medium campaign is related to the Drinks (Non Alcoholic) industry and contains 1 media asset. It was submitted 5 months ago.
Credits
Advertising agency: Ogilvy Paris, France
Production company: Unit9, London, Uk
Chief Creative Officer: Guillermo Vega
Chief Creative Officer Ogilvy Paris: Matthieu Elkaim
CEO Ogilvy Paris: Mathieu Plassard
Global Creative Director: Yann-Gael Cobigo, Thibault Michal
Art Director: Camille Covemaeker
Copywriter: Axel Goethals
Motion Designer: Emma Colongue
Business Director: Thomas Crouzet
Group Account Director: Kenza Mehloub
Account director: Ruben Barrouk
