The Coca-Cola Arctic Home Campaign Promotes Donations by Texts
Meghan Young — November 27, 2012 — Marketing
References: leoburnett & ibelieveinadv
There might be a lot of ads out there explaining why texting is bad (at least when it comes to driving), but as the Coca-Cola Arctic Home ad campaign shows, it can do a lot of good as well. In addition to facilitating communication, texting can help facilitate donations. In this case, the Coca-Cola Arctic Home ad campaign promotes a set of codes to donate to Arctic Home.
The Coca-Cola Arctic Home ad campaign was created by Chicago-based agency Leo Burnett. Art directed by Chris von Ende with creative direction by Dave Loew, Mike Ward and Jon Wyville, the images of the polar bears are made up of hundreds of thumbprints, which represent active texting. The posters were designed by Eing Omathikul.
The Coca-Cola Arctic Home ad campaign was created by Chicago-based agency Leo Burnett. Art directed by Chris von Ende with creative direction by Dave Loew, Mike Ward and Jon Wyville, the images of the polar bears are made up of hundreds of thumbprints, which represent active texting. The posters were designed by Eing Omathikul.
Trend Themes
1. Text-based Donations - The Coca-Cola Arctic Home campaign showcases the potential for donations through text messaging, highlighting the trend of using mobile devices for charitable contributions.
2. Thumbprint Art - The creative use of thumbprints to form images in the Coca-Cola Arctic Home ad campaign demonstrates the trend of incorporating unique and personalized elements in advertising.
3. Mobile Communication for Good - The campaign's focus on the positive impact of texting highlights the trend of leveraging mobile communication technology for charitable causes.
Industry Implications
1. Advertising - The thumbprint bear portraits in the Coca-Cola Arctic Home campaign present an opportunity for innovative and visually striking advertising campaigns.
2. Mobile Technology - The use of text messaging for donations in the campaign showcases the potential for mobile technology to revolutionize fundraising efforts.
3. Art and Design - The creative use of thumbprints as a visual element in the Coca-Cola Arctic Home campaign demonstrates the opportunity for unique and artistic approaches in design and branding.
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