One fine spring morning the people of Milan woke up to see the Happy Can smiling out of them.
The outdoor was placed on the crowded street Via Torino
Even in Rome‘s famous Piazza Campo dei Fiori, on busy market day
A project of McCann and Coca-Cola oriented to bring Happy Can to the streets to open up the smiles of every passer-by.
It has been a long and hard year in Italy: political crisis, religious upheaval and recession.
So, what could be the best way to getting people to smile? And, what if every time you opened a can of coke it smiled back at you?
After trial, error and a lot of patience, with the help of technicians, there it was! A smiling Coca-Cola “Happy Can”
“A smile is contagious. We wanted to launch quite a few on the streets, and brighten up the moods”, said Miguel Bemfica, Chief Creative Officer McCann.
“This idea plays with our packaging – the can – and manages in a simple design tweak to project what our brand is about”. Francesco Cibò, Creative Excellence Manager, Coca-Cola.
Here the film of the outdoor going up