Digitas Singapore and Coca-Cola get people to #SlideIntoTheFeeling

Using Coke’s iconic dynamic ribbon, Digitas Singapore brought people closer together on Valentine’s Day.

In line with the company’s values of optimism, diversity and inclusion, the experience features a bench — installed in Suanluang Square, a popular location in Bangkok — decorated with the famous Coca-Cola dynamic ribbon. By sliding down the curve from one side of the bench to meet a friend or loved one on the other side, the brand experience promotes bringing people together and enjoying the moment.

Dee Reyes, Associate Creative Director of Digitas Singapore said, “The idea was inspired by something so simple – a silhouette of a couple sitting together on Coke’s dynamic ribbon. It made sense to use this device for Valentine’s Day! Coke is all about bringing people together. Such a simple way to show your affection on this day of love. The clients were very involved in the creative process. It was fun to have collaborative clients support a creative idea.”

Rika Sharma, Managing Director of Digitas Singapore & ASEAN added, “Reactive has been a buzz word in social since the infamous Dunk in the Dark post. Many brands now jump on any occasion to feel relevant and achieve a lift in reach or engagement but this is often at the detriment of the brands’ purpose and can end up feeling forced.

VIEW THE CONCEPT

Credits –
Chief Creative Officer: Matt Cullen
Executive Creative Director: Joaquim Laurel
Art Directors: Iris Teoh, Sunny Chuang
Copywriter: Yasira Yusoff
Associate CD / Art Director: Dee Reyes
Associate CD / Copywriter: Rudy Zulkifly
Account Director: Supreeya Pinming
Strategy Director: Michelle O’Brien
Senior Account Director: Karishma Menon
Senior Account Manager: Vanessa Tiu-Bernabe
Account Executive: Kanokphol Pansailom