The Every Bottle Has a Story campaign was created in 2012 to showcase the Coca-Cola Company's sustainability initiatives in Latin America. Since then, it expanded to become the global communication platform for Coke's green arm. Here you will find the first 5 original films in three different formats: 60 seconds (for movie theaters), 180 seconds (for internet) and 30 seconds (for TV). This content was shot in a documentary style, with no previous script.
We used Coca-Cola's packaging, its most powerful mass media, to bring the stories of these people to the everyone.
On the packaging there was a number for people to interact with the protagonists through SMS.
We also used digital, outdoor and print executions to reach our audience.
On Facebook, you could donate their wall to the main characters of the campaign. This way, these people would post inspiring quotes for your friends.
A partnership between The Coca-Cola Company and the NatGeo Channel brought to life even more stories, as a regular TV series.
#WORSTHATMATTERS - Featured at Jonathan Mildenhall's Cannes 2013 presentation - "Work That Matters"
It has been implemented in more than 30 countries in every continent, generating more than 60 films .
