How do you launch a new soda targeted towards males?
For the launch of the Coke Zero brand, we participated in a cross-media pitch for the business. We developed a narrative about a boy who was raised by elk. Using the story of his introduction into the human world, we related his feelings, thoughts and experiences to the unique qualities of Coke Zero. The campaign crossed print, digital, and out-of-home. In the end, we lost.
Phase 1: Teaser
Phase 2: Launch
Phase 3: Longevity