Coca-Cola

Vietnam Advertising

Advertising · Film

#acbircocacola

It topped the YouTube Ads Leaderboard for the year

Watch the film ↗
Challenge
Make Coca-Cola the conversation in Turkey at a crucial moment in the country’s political history, when every headline was about the election.
Idea
Introduce a new phrase into everyday Turkish: “Aç Bir Coca-Cola”. We paired Özcan Deniz, an arabesque star with a massive fan base, with Sıla, the best-loved pop singer in the region, and put them in a Turkish homage to Why This Kolaveri Di, the Indian YouTube phenomenon. The unlikely mix of genres and cultures was the hook. Whether people loved it or hated it, they couldn’t ignore it, or stop singing it.
My role
Creative Director at Vietnam Advertising. Led the team, wrote the film and wrote the Turkish lyrics.
Process
  1. 01Idea: an Indian viral hit, reborn as a Turkish Coca-Cola anthem
  2. 02Script
  3. 03Turkish lyrics
  4. 04Music: rights to the original song licensed from Sony Music, arranged by Jingle House
  5. 05Talent casting: pairing arabesque star Özcan Deniz with pop star Sıla
  6. 06Choreography: a week of dance training with Baba Bashkar, choreographer of the original Indian film
  7. 07Shoot and edit
Result
  1. 01The most-watched ad in Turkey and the second most-watched ad in the world (YouTube Ads Leaderboard, 2015)
  2. 0220M+ YouTube views, with fan-made copycat films still appearing
  3. 03Set the Twitter agenda in Turkey, with 45M media impressions
  4. 0499 minutes of earned airtime and 18,000 column inches of coverage
  5. 05Recall score of 22.9, against 8 for the nearest competitor, and the most-recalled ad for two months after launch
  6. 06The phrase that defined the summer of 2015
Credits
Client: The Coca-Cola Company · Agency: Vietnam · Creative Director and Turkish lyrics: Özlem Küçükyılmaz Williams · Creative team: Ayberk Çınar, Kenan Çetinkaya · Director: Umur Turagay · Production: PToT Film · Post-production: İmaj · Music: Jingle House
As featured in
  1. 01Campaign Türkiye: Özcan Deniz ve Sıla’lı reklam haftaya damga vurdu ↗
  2. 02Campaign India: Coca-Cola gives ‘Why This Kolaveri Di’ a Turkish makeover ↗
  3. 03Campaign Asia: Kolaveri Di: It’s baaaaaaaack ↗
  4. 04MediaCat: Coca-Cola’dan şaşırtan reklam ↗
  5. 05Hürriyet: Sıla ve Özcan’ı dans ettiren Hintli ↗
  6. 06Marketing Türkiye: Twitter gündemini belirledi ↗
  7. 07afaqs: Viral Now: The return of ‘Kolaveri Di’ ↗
  8. 08BuzzFeed: Coca-Cola’s Turkish Cover of “Why This Kolaveri Di” ↗