WPP Open X & VML
2025-08-19
Coca Cola "Classic "
COCA-COLA - CLASSICOver its more than 100-year history, Coca-Cola has become a cultural icon – and as such, it has found its way into literature, making cameos in countless novels, including works by renowned authors such as Stephen King, J. G. Ballard, and V. S. Naipaul.To celebrate the brand’s quiet role in our shared stories, WPP Open X, led by VML New York, created a campaign that delivers a sensory experience built around a minimalist yet powerful visual element: the printed page.The films, directed by Fabio Acorsi and Gabriel Nobrega, show excerpts from books being typed on vintage typewriters, word by word, recreating the authors’ creative processes – including errors, strikethroughs, and changes in direction. Whenever Coca-Cola is mentioned in the text, the word is replaced by the iconic logo, stamped in bright red ink on the page and accompanied by the refreshing sound of a bottle being opened.LOBO went to great lengths to ensure the authenticity and tactile realism of the spots, even sourcing the actual typewriter models used by each of the featured authors: a 1970s Olivetti Lettera for Stephen King’s “The Shining”, a 1958 Imperial Good Companion for V. S. Naipaul’s “A House for Mr. Biswas”, and so on. We also researched different types of paper to find those that yielded the best results with each model.This approach allowed us to achieve a striking tone of realism, going beyond the mere appearance of a typed page. Viewers see the grainy texture of the paper, the subtle embossing left by the typewriter hammers, the imperfections in the characters, and other distinctive traits of typewritten text that set it apart from anything digitally produced.
Directors
Credits
- Agency WPP Open X & VML New York
- Directors Fabio Ximba, Gabriel Nóbrega
- Executive Producers Francisco Puech, Diego Dossa
- Head of Projects Márcia Guimarães
- Head of New Business Luiz Braga
- Project Managers Thaís Lopes, Carolina Gorga
- Director of Photography Lucas Renê
- Assistant Director Beatriz da Cruz
- Typewriter Consultant & Curator) Louis Eugênio de Lima Martins (O Escriba Garimpeiro)
- Head of Production Anderson Boscari
- Post-Production Coordination Tatiana Caparelli
- Team Coordination Rosangela Gomes, Ana Mendes, Nathaly Lopes
- Motion, Compositing & Color Mauricio Reis, Luiz Albére, Fabio Acorsi (Ximba)
- Post-Production Producer Georges Sakamoto
- Editor Assistants Fábio Augusto, Isabela Balbo, Marcos Tavares
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