This new film out of agency Blitzworks for client Coca-Cola features universally recognized works of art by the world’s most famous masters, alongside several pieces by emerging artists. It’s part of a campaign that launches this month in Latin America, followed by other markets during the course of 2023
Set in an art gallery and jumping off from the iconic 1962 “Large Coca-Cola” by Andy Warhol, the film shows the totemic, unmistakable Coca-Cola bottle being passed from artwork to artwork as an entire universe magically comes together to deliver a moment of refreshment to someone who needs it most.
In a remarkable expression of Coca-Cola’s ability to switch on the magic during any break moment, the bottle moves through the hands of such artistic works as JMW Turner’s “The Shipwreck”; Munch’s “The Scream” (re-colored lithograph); Van Gogh’s “Bedroom in Arles”; Hiroshige et al “Drum Bridge,” and “Setting Sun,” Hill, Meguro; finally landing with Vermeer’s “Girl with a Pearl Earring” whose subject deftly opens the bottle and places it next to a student who is in need of some inspiration and refreshing upliftment.
As the Coca-Cola bottle passes around the works on display in “Masterpiece”, we take in not only some of the most universally recognized art, but also see the diverse brilliance of some of the world’s most exciting emerging creators, showcased by Coca-Cola for the first time on such a significant global platform. These include:
- “Divine Idyll” – Aket, 2022 (Europe)
- “You Can’t Curse Me” – Wonder Buhle, 2022 (Africa)
- “The Blow Dryer” – Fatma Ramadan, 2021 (Middle East)
- “Falling in Library” – Vikram Kushwah, 2012 (India)
- “Natural Encounters” – Stefania Tejada, 2020 (LatAm)
Along with the new “Masterpiece” film, the campaign also includes a new suite of eight digital collectibles featuring the five emerging artists and three of masters showcased in “Masterpiece,” launching in April; interviews with the emerging artists housed on a special microsite and OOH billboards.
“We’re super excited to create this integrated and experiential Masterpiece global campaign incorporating cutting edge AI,” said Ajab Samrai, global chief creative officer at Blitzworks. “Centuries of art movements collide and the great masters from the past and present come to life and work together to provide a refreshing uplift moment just in the nick of time. When you put the right team together, magic happens.”
The film was directed by Henry Scholfield out of Academy films with postproduction by Electric Theatre Collective. Music/sound design/mix house was Yessian Music. OpenX/David created the digital OOH concept. The digital collectible collection was created by TAFI and Blitzworks.
