destapa

coca-cola

MICROSITE

VER PIEZAVER PIEZAVER PIEZA

VER PIEZA

The campaign revolves around a genuine encounter with Happiness in times of crisis. In the spot, we arranged a meeting between Josep, a man of 102, and Aitana, a newborn girl. Throughout the commercial, we hear Josep’s wise words, as he gives the baby girl his advice on being happy.
At www.destapalafelicidad.es, that meeting is multiplied by thousands of real and simultaneous encounters between anonymous people from all over. Each one has the chance to see someone who has just arrived in this world in real time and send them a message.
To do this, in an action never before performed in cooperation with a hospital, and under the supervision of its healthcare professionals, we broadcast live the first few days of the lives of nine babies. But this was no simple broadcast, we wanted it to be completely real. So, we modified a cot the hospital lent us by installing a webcam and a screen in it. In this way, everyone was able to send their message from the web and see in real time how it reached the newborn baby.
The site was completed with the best advice from those with the most experience in life: our senior citizens. They talk about their outlook on life, love, friendship, family and many other things.
We also deployed our “Happiness reporter”. Local celebrities like Raúl, David Meca, Andrés Montes, Eduard Punset, David Bisbal, Esperanza Aguirre, and even the then-minister of the treasury, Pedro Solbes, were unable to resist his microphone and gave their messages of optimism.
Moreover, on the website we could also see the whole campaign, plus extras, a section on tips and reasons for being happy, and even print out our customised diploma in Happiness.
The public’s participation did not stop there, because we installed interactive tents with built-in webcams in the street, where everyone could be, for a moment, the centre of the print campaign.
The genuineness of the campaign continued on Radio. Presenters of the main radio networks asked “What would you say to someone who has come into this world at a time like this?”  An answering-machine monitored the responses of thousands of anonymous callers and these responses were later used for creating the radio commercials.

The babies (and parents) who took part in the campaign received a book with the best messages sent in by anonymous people and a DVD of their first few days of life