uring the NCAA tournament, Coke Zero brought #OpenToTry slogan to life by blurring the line between enemy and friend. Before each game, we challenged unsuspecting fans from opposing teams trade gear, share a few laughs and come together in an unforgettable moment.
On the ground film crews captured the entire experience, stitching together a nationwide story of friendship in the face of competition. The result? A live social media push leading to a TV spot that aired just before tipoff of the Championship Game and over 28 million viewers were inspired to be #OpenToTry.
Role: Creative and Art Direction
Agency: Havas Sports & Entertainment