DentsuMB's Lloyd Brings Cinematic Storytelling to Coca-Cola's Global Campaigns
DentsuMB's Simon Lloyd has overseen two major campaigns for Coca-Cola as part of its global 'Real magic' platform, which includes Christmas and Halloween ads. The agency's work on these projects is notable because it uses an 'open-source' creative model that taps into the world's best creators. This approach allows Coca-Cola to tap into diverse perspectives and storytelling styles.
According to Lloyd, working with Coca-Cola was a unique experience because of its emphasis on emotional storytelling. He recalls how the client wanted him to create ads that were more than just product placements, he wanted stories where the brand was pivotal to the narrative. Lloyd's definition of 'cinematic' incorporates music, styling, performance, and character design to bring the brand's message to life.
The Christmas ad, set in Manhattan, presents an uplifting solution to a common problem faced by many kids: no chimney for Santa to enter. The Halloween spot, on the other hand, has a retro vibe with a Stranger Things-inspired style. Both ads share a red thread tying them together, they are 'cinematic' and connected through their storytelling.
Lloyd's work on Coca-Cola is also notable because it marks a shift away from traditional linear storytelling to more immersive end-to-end experiences. The agency is now working on a major sustainability brief for the brand, which will tackle issues of waste and responsibility in the world. This project will involve a range of initiatives, from on-pack promotions to partnerships with charities and ocean clean-ups.