Romania ranks amongst the top 10 unhappiest countries in Europe, according to the 2018 World Happiness Report, conducted by the United Nations. This general pessimism of Romanians is influenced by the fact that the number of negative newsstories reported by media largely outweighs the number of positive news stories, leaving people feeling disconcerted and isolated.
Coca-Cola is the brand that believes in bringing people together through positivity, so the campaign helps Romanians turn their attention toward the overlooked positive news in the country: The Romanian high school Olympians who won 255 international medals in 2018; the number of tourists visiting Romania that grew by more than 6% in the past year; the fact that 1 in 4 people working in Romanian IT field are women, and many more.
The packaging innovation made it possible for the Half Full Coca-Cola bottle to be literally full from the half up, and the special bottle also displays positive news about Romania, as selected by a team of journalists.
Advertising Agency:McCann, Bucharest, Romania
Chief Creative Officer:Catalin Dobre
Regional Creative Director McCann CEE:Catalin Dobre
Creative Director:Simona Suman
Group Creative Director:Ioana Enache
Head Of Art:Corina Ionita
Senior Copywriter:Denisa Armasu