The Morph spot was created for Coca-Cola’s My Coke Rewards (MCR) campaign, intended for Out-of-Home and Stadium use on various LED and LCD displays throughout the United States.
The MCR Morph ad spotlights Coca-Cola’s rewards program promoting customers to redeem codes for merchandise. One particular requirement for this was that there could be no visible actors, due to royalty rights. We achieved that by shooting the footage over green screen and then converting it into silhouettes. Each colored disc icon represents a different brand in the MCR program, and together they morph into the rewards that can be attained with the points. Original audio was produced by Keyframe’s partner, Tropic Sound, to enhance the movement within the spot.
The Morph spot has recently received a Gold ADDY on the local level. It also received a Bronze (2nd Place) Telly Award and a Bronze Fourth Screen Award in the Out-of-Home category, both national competitions. The judges at the Fourth Screen’s commented on this piece’s “very eye catching colors,” while also “having that ‘pop’ to be impactful,” and using a “nice subtle call to action.”
“It was a lot of fun working on a promotional piece for Coca-Cola that is going to be seen by thousands of people in stadiums throughout the U.S.,” said Jordon Weideman, Senior Digital Artist on this project. “A lot of hard work went into creating this piece and it’s exciting to be recognized for that work and ultimately to win an award at a national awards showcase.”