This was both a social and live event campaign for Coca-Cola. Catherine worked with a team of student ambassadors to spread happiness across 55 university campuses across the U.S. The campaign acted as an ice-breaker during Freshman week, encouraging students to make friends by sharing a Coke. Activity cards gave students creative ways to share a Coke – for example, while making jazz hands or even with no hands. This gave students inspiration to add to an Instagram #PassHappiness chain. You will see in the main video how an illusion was created, so as you scrolled through Instagram it appeared as though students were passing cans of Coke from one video post to another.
The campaign had an added surprise. After Freshman parties, students were invited to Tweet for an iced-cold coke to be delivered to their dorm room. Absolute happiness for students that might be weary from their big night of partying. All of this was executed by student ambassadors, live on campuses as well as through their own Facebook event channels. They worked with creative strategy, social media and print kits created by Catherine Gray and her team at MRY. You can see the results in the video. Fun was certainly had by all!