CLIENT Coca-Cola GmbH
CAMPAIGN Carbonate Club Tour / Event, party and concert series
AGENCY DOJO
BRIEFING Conception, execution and production of guerilla event measures for Coca Cola targeting a very young, night-affine audience
CHALLENGE Few years ago, one of the biggest players in the soft drink industry was facing loss of popularity in the night club and bar segment, especially in big cities like Berlin and it's many underground venues.
IDEA In order to get through to the very young and urban target group, Coke needed to be seen by cultural and night life organisers, bar and club owners first. So we came up with "Carbonate": a music collective – and music festival by Coke, touring in different clubs and concert venues in Germany. To build this collective, we cooperated with musicians and artists from different music genres, both urban and electronic. And to build up and stay engaged with a community we launched a Youtube and Instagram channel for the collective with announcements for all the various gigs and parties, but also with content formats giving backstage material and interviews with the performing artists.
DISCIPLINE Conception, Art-Direction, Logo-Design

CLIENT Coca-Cola GmbH
CAMPAIGN Carbonate Club Tour / Event, party and concert series
AGENCY DOJO
BRIEFING Conception, execution and production of guerilla event measures for Coca Cola targeting a very young, night-affine audience
CHALLENGE Few years ago, one of the biggest players in the soft drink industry was facing loss of popularity in the night club and bar segment, especially in big cities like Berlin and it's many underground venues.
IDEA In order to get through to the very young and urban target group, Coke needed to be seen by cultural and night life organisers, bar and club owners first. So we came up with "Carbonate": a music collective – and music festival by Coke, touring in different clubs and concert venues in Germany. To build this collective, we cooperated with musicians and artists from different music genres, both urban and electronic. And to build up and stay engaged with a community we launched a Youtube and Instagram channel for the collective with announcements for all the various gigs and parties, but also with content formats giving backstage material and interviews with the performing artists.
DISCIPLINE Conception, Art-Direction, Logo-Design