HALF FULL

Creative idea

In a country where negativity is being fueled 24/7, on all channels, Coca-Cola wanted to bring people together through positivity. If no media channel was reporting on positive news, we invented a new one.  The Half Full bottle is the iconic bottle, filled literally from the half up. Each bottle displayed positive news, selected by a team of journalists and PR, hijacking the negative conversation with a positive point of view. The bottles were displayed and distributed through a multi-channel campaign, samplings and a Facebook chatbot that let people personalize them with their own positive news.

Brand name: Coca-Cola
Advertiser / client: COCA COLA ROMANIA
Product / service: COCA COLA
Campaign name: HALF FULL
Agency network: MCCANN WORLDGROUP
Agency: MCCANN WORLDGROUP ROMANIA
Additional company: MCCANN BUCHAREST, MRM//MCCANN BUCHAREST, UM ROMANIA, MCCANN PR
Executive creative director: CATALIN DOBRE
Creative director: SIMONA SUMAN
Art director: CORINA IONITA
Copywriter: IOANA ENACHE, DENISA ARMASU
Account director (agency): AMALIA JAKAB, MADALINA PATACHIA, SOFRONE ANDREEA, ROCSANA MARIN,
Client account director: MIRUNA SMEUREANU, CORINA RIJNITA, IULIANA NEDELCU, ANDREEA COTET
Media director: VICTOR CROITORU, SANDINA CRISIARCU, DANA CHITRUSCA, OANA GRIGORE, MARIANA CIOBANU, ANCA POPESCU, ANDREEA GAVRILESCU, LILIANA COMAN, RAMONA RADU
Senior planner: ANDREI FLORIAN
Pr director: LAVINIA CHICAN, MIHAELA DUMITRASCU, MARIA IORDACHE, ANDREEA BARA
Agency producer: TIBERIU MUNTEANU, ALEX IONESCU, ALEX POPA
Additional company: COLORBITOR