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Coca-Cola Canada is spreading happiness and helping teens create unforgettable moments this summer through a Quebec-based campaign from Publicis Montréal.
Two months ago the cola maker held auditions for representatives to join its four-member Happiness Squad that will spend the summer creating either small or large moments of happiness on behalf of the brand.
Three individuals were selected, while the fourth will be determined by public vote at LaBrigadeDuBonheur.com. The winner will be announced later this month.
The Happiness Squad is already active, having distributed Coca-Cola drinks and branded gear to Quebeckers on July 1, which is known in the province as “Moving Day.”
“This campaign is a great example of a team effort between all of our disciples: design, advertising, web and experiential marketing,” said Nicolas Massey, vice-president, creative director at Publicis Montréal.
The agency worked with professional graffiti artists to create a 30-second television commercial in addition to out-of-home and print ads that drive consumers online.
Massey said the creative strikes a good balance of design and advertising. “I think we tackled it the right way. It’s very youthful and that’s the whole key of this campaign.”
Mosaic is handling the experiential portion of the campaign.
Coca-Cola first introduced the Open Happiness platform to Canadians two years ago as a lead in to the Vancouver 2010 Olympic Winter Games.
The company gathered a group of homegrown recording artists to release a Canadian version of its original “Open Happiness” song, which was produced in several different versions for other countries. The Canadian version featured Kardinal Offishall, Jay Malinowski of Bedouin Soundclash and Coeur de pirate (Béatrice Martin), a singer-songwriter from Quebec. That version was used with marketing efforts through March 2010.
