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”
Advertising Agency: McCann Erickson, Milan, Italy
Vice Chairman: Andreas Dahlqvist
Chief Creative Officer: Miguel Bemfica
Executive Creative Director: Lee Tan
Creative Director: Giovanni Chiarelli
Art Director: Giovanni Berutti
Copywriter: Roberto Amboldi
Director: Fabio Cimino
Regional Account Director: Andrei Kaigorodov
Photography: LSD Studio
Media: Initiative Milan
Client Service Manager: Bianca Valcarenghi
Video: Why Worry Productions
Executive Producer: Diego Pandisi
“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
HAPPY CAN 23 5 h264 from McCann London on Vimeo.