Coke Zero Pops The Lid On Open Source Advertising

Dr. Pepper was once the soda brand orchestrating elaborate dance numbers. Today, Coke Zero that has people dancing in a campaign from Ogilvy & Mather Paris and the brand’s community of “doers and believers.”

Witness “The Toe Tappy,” a new side-to-side toe-tapping dance created by American street dancer Joey “Knucklehead” Turman.

With Coke Zero’s help, The Toe Tappy — the initial outcome of the brand’s Make It Possible Campaign — may catch on in clubs and house parties around the world. If this occurs, Coke Zero’s will succeed in taking viral to the next level.

The Toe Tappy creative will be a centerpiece of Coke Zero’s new international ad campaign, setting the stage for future “stories of possibility.” Some of the artists who made things possible for themselves and for Coke Zero in this first effort include musicians Metis and Aynzli Jones. Their track, “I’m All In” helps to hold this work together. Also, the featured dancer, Driss “Keemo” Benhamida from France, stood out among 300 performers who submitted audition videos.

“Most conversation between a brand and its consumers begins with a piece of content. Our experiment flipped the model on its head,” says Fred Levron, Ogilvy’s Executive Director and Head of Brand Content & Digital. Personally, I don’t see a flipped model here, but I am a fan of adding quality production to raw talent — that’s the magic in co-creation. When a brand brings something to the mix that wouldn’t otherwise be there — be it a producer, a choreographer, a record deal, or a showcase — it’s a win for everyone.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.