Coca-Cola and its advertising agency Ogilvy & Mather have once again cemented their image of creative maitres with a new branding project “Wearable movie”, developed in collaboration with NY-based digital production studio Bossa and animation/post-production NY/LA expert Psyop.
In fact, a wearable movie is not a movie as such—you can not wear the whole piece, but just one frame which is printed on a T-shirt. When animated by a rotoscoping technique, the 600 images depict a short story of two funny creatures who try to make a pair of lips smile, and succeed to do so only after treating “the lips” with Coke.
The two-phase project was commissioned as a thank-you to the brands’ fans who “make the world a happier place with Coca-Cola”. At the first stage, the brand sent out 600 unique T-shirts to its most passionate selected fans, asking them to take a picture of themselves wearing it, and upload the photos to wearablemovie.com. At the second stage, the pictures were animated using an augmented reality based image capture system to make a Wearable Movie.
The project was shortlisted in the Direct category of this year’s Cannes Lions Festival of Creativity, along with the Gift Bottle, Happy Flag, Real Ice Cold Coca-Cola, Reflection of Music Installation, Sharing Can, Real Banner, and You Have 70 Seconds spot. Another brand’s project Small World Machines by Leo Burnett won a Gold Lion in the Direct category.