The Coca-Cola Company, Mexico

Guillermo Gimnez y Brotons - Creative Excellence Director
Edith Hernndez - Connection Planning Manager
Juan Carlos Mallet - Sr. Brand Manager
Alejandro Melcn - Creative Excellence Manager

Santo Buenos Aires S.A. *Lead Agency

Maximiliano Anselmo - Creative Director
Matas Ballada - Creative Director
Sebastian Wilheim - Creative Director

Agencia Roja *Lead Agency

Covadonga Bon Prendes - Project Director
Ramn Carazo Canto - Project Director

Brands are Culture, and that means responsibility. Historically, Coca-Cola has faced culturally relevant subjects with a strong point of view. In the 1910s we spoke about men & women equality, or in the 1950s when we addressed civil rights, or the 70s when we brought a message of unity with our iconic campaign Hilltop. In the 2010s the world is again living difficult times, there is a strong amount of social fear and pessimism. Coca-Cola being the happiness Brand couldnt just sit and watch the world become an unhappy place, so we developed a campaign based on the universal truth that in the world, good things outnumber bad ones: There are reasons to believe in a better world.