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A Rainbow for the Rainbow Nation

Award: Wood Pencil

Wood Pencil / Integrated & Innovative Media / Earned Media Campaigns / 2015

Coined by Archbishop Desmond Tutu in 1994, the phrase 'rainbow nation' describes post-apartheid South Africa. In the lead up to Freedom Day 2014, Coca-Cola wanted to create something to help mark 20 years of democracy. So, along with FCB South Africa, they didn't just show the symbol of the Rainbow Nation, they created it. Using mists of recycled water, they captured the sun's rays atop one of the biggest skyscrapers in Johannesburg, and created real rainbows for the city to see. News of the rainbow quickly spread across social media, which saw the #RainbowNation hashtag trending, and featured on TV and radio and in newspapers around the globe.

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