Maja Pawinska Sims 24 Feb 2020 // 4:13PM GMT
LONDON — Coca-Cola is working with Blurred as part of its new purpose platform, Everything’s Better When We’re Open, which will see the brand take a stand on social issues.
The soft drinks giant engaged Blurred – which recently hired Vodafone’s sustainable business specialist Matt Peacock – in September last year on purpose-led work across Western Europe, alongside ad agency Wieden & Kennedy London and digital agency AKQA, among others.
The Everything’s Better When We’re Open campaign, which will form the basis of Coca-Cola’s marketing across Europe for this year and next, includes integrated communications and creative executions that look at bringing people together, including digital, out-of-home, in-store and on-product.
The campaign will also feature across Coca-Cola’s activations at the Euro 2020 football tournament this summer.
The first activation under the banner is an ad set in a urban setting, featuring actor Natasha Lyonne (Orange is the New Black; Russian Doll) trying to encourage people to be more empathetic instead of arguing, as the city collapses around them.
As well as Coca-Cola, Blurred’s client roster includes Marriot, Grundig and LVMH. In September 2019, Blurred made a commitment to work only with organisations and brands that are supporting or making progress towards at least one of the United Nations’ 17 Sustainable Development Goals.