Try Not to Hear This
How could a 126-year-old brand remind people that it’s still iconic? By showing them that they only need their memories to enjoy a refreshing Coke. DAVID Miami launched the first audible visual campaign ever – a series of macro photographs of iconic Coca-Cola rituals (eg the uncapping of the bottle) that challenge the viewer to play the sound in their head. People inevitably produce the sound in their brain, thanks to years of Coca-Cola sensorial memory that helps associate the image with the sound.
- Press & OutdoorPress Advertising Campaigns
Country
- United States
Client
- Coca-Cola
Chief Operating Officer
- Paulo Fogaça
Executive Creative Director
- Ricardo Casal
- Juan Javier Peña Plaza
Group Creative Director
- Jean Zamprogno
- Fernando Pellizzaro
Art Director
- Andy Tamayo
Copywriter
- Alex Allen
Creative Services Coordinator
- Cristina Cornejo Ayala
Head of Global Production
- Veronica Beach
Producer
- Renata Neumann
- Ricardo Ceballos
Director of Strategy
- Jon Carlaw
Senior Brand Strategist
- Matias Candia
Planner
- Anastasia Lara
Account Direction
- Carmen Rodriguez
Account Director
- Stefane Rosa
Account Supervisor
- Jenny Gobel
Account Executive
- Nneoma Chukwueke
Marketing Director
- Dmitry Muzychenko
- Dimitris Xinotroulias
- Romain Mallard
Content Director
- Sergey Sverzhinskiy
Content Developer
- Camilla Zanaria
- Laura Legrenzi
Director
- Milica Vulicevic Basorovic
Advertising Agency
- DAVID Miami
How could a 126-year-old brand remind people that it’s still iconic? By showing them that they only need their memories to enjoy a refreshing Coke. DAVID Miami launched the first audible visual campaign ever – a series of macro photographs of iconic Coca-Cola rituals (eg the uncapping of the bottle) that challenge the viewer to play the sound in their head. People inevitably produce the sound in their brain, thanks to years of Coca-Cola sensorial memory that helps associate the image with the sound.
Comment from D&AD Community
I thought the Coca Cola campaign 'Try not to hear this' was really smart. It takes classic product advertising and pushes it further, using macro photography of the product in a conventional visual medium to evoke other sensory responses, such as sound and even taste. This ad makes me thirsty, and ultimately that's all it needs to do.
— Shelley Smoler, Group Creative Director, Droga5 London