PARIS, November 29, 2012 - Late last year, Coke Zero ignited youth all over the world with its Make It Possible (MIP) commitment to inspire young adults to go after their dreams and act on their possibilities. The brand created an MIP website where hundreds of stories could be shared. The resulting TV spot, "A Step From Zero" was inspired by one of those stories. Set to an original music track, "All In" by Music Dealers artist Metis featuring Aynzli Jones, the spot was awarded Gold at the London International Awards.
Metis, an emerging independent artist whose single "Champion" has had significant air play in the US and UK, represents a tale of possibility. He abandoneda successful job on Wall Street to pursue his passion for music, and now has his talents exposed to the world through the anthem that accompanies the Coke Zero TV spot. After months of searching by Ogilvy and The Coca-Cola Company, the track was offered up by Coca-Cola's global music partner Music Dealers as the perfect soulful and emotional fit with the storyline of the spot.
"The London International Awards recognition is truly a testament to the possibilities that exist when three world-class organizations, united in shared values, embark on a creative journey such as Coke Zero's Make It Possible Project," said Eric Sheinkop, CEO of Music Dealers.
For its part, Ogilvy & Mather Paris also won a Silver and a Bronze in the Brand Content category at this year's Cannes Lions International Festival's for the integrated brand content activity of "A Step from Zero." Declared Chris Garbutt, Chief Creative Officer Ogilvy France, "We are fortunate to have an amazing partnership. Always asking ourselves 'Is this the best we can do?' This constructive and divine discontent drove us to explore several music options until we found what we knew was Gold for our TV spot."
The spot, directed by the award-winning Nima Nourizadeh, features a young man seeking an escape from conflict between his parents. With the help of Coke Zero, he inadvertently finds inspiration for a new dance and shares it with friends. Through encouragement and determination the dance spreads around the globe with young people dancing on school buses, in the streets and on rooftops.
"The beautiful part of the [A Step from Zero] film is that it looks so effortless, but when you realize all the progressive creative management that went into it, it’s even more impressive," said Jonathan Mildenhall, VP of Global Advertising Strategy & Creative Excellence at The Coca-Cola Company. "We're looking forward to announcing the next project and continuing to tap the exceptional community of Coke Zero consumers to collaborate with us on more content and help make more 'possibles' come to life."
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world's most valuable brand, our Company's portfolio features 15 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo or check out our blog, Coca-Cola Unbottled, at www.coca-colablog.com.
About Music Dealers
Music Dealers is a global music technology solution that bridges the gap between bands and brands, enabling content creators to foster deep connections with their audiences and opening up a new route for emerging artists to gain the exposure, funding and distribution necessary to propel their careers to the next level. Powered by the world's largest Indie music licensing database, Music Dealers has opened up a previously untapped global platform for the best emerging artists to share their music with the world through TV, film, radio, internet and live performance deals. In 2011, Music Dealers finalized a groundbreaking partnership with The Coca-Cola Company, which secured Music Dealers' position as the organization's global music partner and earned Coca-Cola a minority stake in the company. For more information, please visit: www.musicdealers.com.
About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. In 2012, O&M was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effies Global Effectiveness Index. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com, or follow us on Twitter at @OgilvyWW and on Facebook.com/Ogilvy.