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W+K Portland:Coca-Cola #MakeItHappy

2015/2/4 13:55:3503066

Coke's Super Bowl spot addresses online negativity -- including trolling, cyberbullying and social media meanness --- as it starts out on a mission to make the web a happier place. The story of the ad, by Wieden & Kennedy, is that someone accidentally spills a Coke on a server, causing happiness to flow throughout the web. The final frame promotes a hashtag, #MakeItHappy.

As well as this game day ad (which was teased on the web and TV), Coke is posting four web-only vignettes on social channels, featuring testimonials from teens and celebrities who have experienced online negativity, including race car driver Danica Patrick and football player Michael Sam. It's alo partnering with DoSomething.org, "mobilizing the organization's community of 3.3 million young people to help spread the importance of making the Internet a happier place," the company said.

Credits
Client: Coca-Cola
Agency: Wieden & Kennedy
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