Try Not to Hear This
Award: Graphite Pencil
Graphite Pencil / Press & Outdoor / Press Advertising Campaigns / 2020
How could a 126-year-old brand remind people that it’s still iconic? By showing them that they only need their memories to enjoy a refreshing Coke. DAVID Miami launched the first audible visual campaign ever – a series of macro photographs of iconic Coca-Cola rituals (eg the uncapping of the bottle) that challenge the viewer to play the sound in their head. People inevitably produce the sound in their brain, thanks to years of Coca-Cola sensorial memory that helps associate the image with the sound.
What did the judges have to say?
I thought the Coca Cola campaign 'Try not to hear this' was really smart. It takes classic product advertising and pushes it further, using macro photography of the product in a conventional visual medium to evoke other sensory responses, such as sound and even taste. This ad makes me thirsty, and ultimately that's all it needs to do.
Shelley Smoler, Group Creative Director, Droga5 London
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