Coke Zero has kicked off  ‘Make it possible’, a new global ad campaign with a slogan ‘Film your audition’ that includes performing talents involvement. 

Photo: Coke Zero

In August, Coke Zero together with director Jon M. Chu and the dancers from his web series ‘The Legion of Extraordinary Dancers (LXD)’ discovered a fun dance and the creator behind that move. A side toe-tapping move called the ‘Toe Tappy’ choreographed by American Joel ‘Knucklehead’ Turman, who appeared with the Street Kingdom crew on season six of MTV‘s ‘America’s Best Dance Crew,’ was selected among hundreds of submissions from around the world. Now, performers are invited to submit their own interpretation of the dance for a chance to appear in an international marketing campaign.

«We recognize that some of the best performances can come from the most unexpected places, which is why we’re taking our casting call outside of traditional venues and allowing anyone with a gift and ambition to share their vision with us,» said Jonathan Mildenhall, VP, Global Content Excellence, The Coca-Cola Company. «We were so inspired by Knucklehead’s story—how he turned to dance as a means to overcome personal tragedy and find joy and purpose in his life—and we can’t wait to find an artist who will embody Knucklehead’s journey in their performance so we can share it with a global audience. We are surrounded by tales of possibility every day, and, as a brand, we feel fortunate that we can harness the brilliance that comes from our consumers to highlight the great potential that exists in the world.»

The contest web site features an instructional video of the ‘Toe Tappy,’ accompanying music and upload instructions can be found. Auditions will be accepted online through October, and the winner will be named in early November.

Recently, Coca-Cola has launched new package sizes in the USA and started to produce the eco-friendly recyclable PlantBottle in the UK.