The Happiness Factory

Coke is taking a different approach with its new Happiness Factory promotion.

From AdWeek:

"For the sequel to the Cannes Silver Lion-winning (and Emmy-nominated) "Happiness Factory," Coke engineered a Hollywood-style premiere in Second Life.

There is nothing like a movie to be able to tell the story of the world inside the Coca-Cola vending machine and bring the characters to life," said Judith Snyder, a Coke representative. "Through the short film and other promotional elements—including authentically designed movie posters, movie-style trailers, an interactive digital program, promotions and packaging—we are able to extend the life of this campaign."

"The eco-system of the world feels very complete, from the weather to geography to insects to relationships, to magical elixir to archetypal character," said Al Moseley ecd at Wieden + Kennedy in Amsterdam, the Netherlands, of making the spot. "We played to narrative conventions, with the ordinary guy who goes through a right of passage to learn about himself."

"It isn't about disruption anymore, it's about creating a piece of entertainment that people choose to download and own," said Moseley. "That's the difference here: we've created something people will want. It's a commercial, but it's not a spot."