Coca-Cola launches ‘Billion Reasons to Believe’ Campaign with Ogilvy Africa and Pointblank Productions
The advert was produced by Pointblank Productions, with filming taking place in South Africa, and was directed by Nicholas Reynolds – who joined the agency’s roster of celebrated talent last month.
The campaign will also be supported by an extensive outdoor and print campaign also created by Ogilvy & Mather Africa, as well as online and digital content from Ogilvy One in Nairobi and Media agency Mediacom.
The work will appear in the Central East and West Africa region and is part of Coca-Cola’s next major marketing initiative to champion its cultural leadership efforts.
Primarily focusing on Africa’s youth, Billion Reasons to Believeconveys that for every reason to fear, there is a reason to hope. For every reason to give up or give in, there is a reason to dig deep and try harder. And for every reason to doubt, there are countless reasons to believe in you.
The work, created by Ogilvy Africa, comes off the back of the successfulShare a Coke campaign where bottles and cans were personalised with names, the new campaign highlights individual stories. The underlying message is that no matter who you are or how successful you are, slip ups and failures are inevitable on the road to success.
Martha Greene, Founder and CEO of Pointblank Productions, said: “It’s not a secret that every day we face different challenges before we are successful. This new campaign ultimately sets out to demonstrate the positive impact that a little self-belief can have on people’s lives. Working with Nicholas and Ogilvy Africa we’ve produced an authentic brand story that connects with consumers on a deeper level to reveal their ‘human’ side.”