“When everything goes back to normal, taking care of the world will also be the new normal”, this is the message of the new Coca-Cola Brasil film signed by W Mccann for World Environment Day. In light of the pandemic, the date celebrated this Friday (June 5) takes on a new look. The low human activity in recent months has generated a series of consequences and impacts, but, with regard to the environment, some momentary changes have been positive. The digital campaign, broadcast on Coca-Cola Brasil's proprietary channels, reinforces that it is time for change but that the commitment to the environment must be permanent.
“Although these are difficult times, we need to look at the lesson that nature leaves us in this pandemic and reaffirm our commitment to environmental conservation. Environmental issues must be faced by everyone, with collaborative and long-term actions, seeking a true and lasting legacy of positive impact on the planet”, says Andréa Mota, director of sustainability at Coca-Cola Brazil.
As examples of hope, the campaign shows the reduction of air pollution in São Paulo, the arrival of baby turtles at sea and the return of fauna to large cities, taking advantage of human confinement. The piece also reinforces the global commitment to, by 2030, collect, reuse or recycle the equivalent of 100% from its product packaging across the planet. This is the World Without Waste vision – in Portuguese, World Without Waste. The ambitious goal established will not change, even in the face of the COVID-19 scenario.
Water is another priority topic for Coca-Cola Brazil, which is why the company has environmental conservation, reforestation and access to water programs. In partnership with 17 organizations, Coca-Cola Brasil guaranteed, in three years, water access and treatment in more than 349 low-income rural communities in eight states, directly benefiting around 110 thousand people.
According to Andréa, the importance of social and environmental purposes in companies was already growing around the world, but the pandemic made the relevance of playing a transformative role in society even more evident. “I believe it is an opportunity for sustainability work to help build the new world we want,” he says.
Coca-Cola Brasil and its system of manufacturers have been working on several fronts in society, with its most constant partners, to contribute to the fight against coronavirus. Coca-Cola Brasil, its nine manufacturing groups (plus Leão Alimentos e Bebidas and Verde Campo), and the Coca-Cola Brazil Institute, which make up the Coca-Cola Brazil System, allocated R$ 45 million to the plan to combat the pandemic. To find out more about the actions, visit: https://www.
DATASHEET:
Agency: WMcCann Rio
Client: Coca-Cola Brazil
Product: Institutional
Campaign name: Environment
CEO: Hugo Rodrigues
CCO: Kevin Zung
Executive VP and General Director of WMcCann Rio: Marcio Borges
CSO: Renata Bokel
Creative direction: Ricardo Weitsman
Associate Creative Director: Felipe Gomes and João Resende
Creation: Ricardo Weitsman and Felipe Gomes
Planning: Luiza Portella, Jorge Gloss and Pedro Osti
WMcCann Rio customer service: Ana Paula Perdigão and Bárbara Sant'anna
VP of Media: André França
Media: Elton Baesso, Lorena Dias, Bruno Mendes and Guillermo Perret
BI: Geisy Panisset, Ingrid Barros and Miguel Masuet
VP of Production: Tato Bono
RTV: Bianca Repsold, Mariana Veronez and Fernanda Pinheiro
Film producer: SquarePixel Filmes
Director: Raphael Dias
Executive Production: Raphael Dias and Aramis Barros
Motion and Editing Artist: Diogo Brozoski
Service: Raphael Dias
Film completion: Marcelo Vidal
Sound Producer: Nova Onda
Musical Production and Sound Design: Passarinho and Raphael Bessa
Composer: Teco Fuchs
Mixing: Raphael Bessa
Service: Renata Lima
Art Buyer: Bianca Repsold, Mariana Veronez and Fernanda Pinheiro
Projects: Erika Casal and Felipe Ribeiro
Public Relations: Kerena Neves and Bruna Ramos
Client approval: Andrea Mota, Frederico Mitchell, Fernanda Von Kriiger and Monique Oliveira
About Coca-Cola Brazil
The Coca-Cola Brazil System operates in nine segments — soft drinks, juices, dairy products, vegetable drinks, water, special waters, coconut water, sports drinks and teas — with a line of more than 200 products, including regular flavors and sugar-free versions or low-calorie. Composed of nine groups of franchised manufacturers, the Instituto Coca-Cola Brasil, Mais Verde Campo and the partnership with Leão Alimentos e Bebidas, the System directly employs 57.1 thousand employees, generating around 600 thousand indirect jobs. The company is investing in innovation to expand its portfolio and achieve the objective of helping to collect and recycle the equivalent of 100% of its packaging by 2030. Coca-Cola Brasil works to offer more and more options with less added sugar and to encourage initiatives that improve the economic and social development of the communities where it operates.
TEXTUAL COMMUNICATION
Maura Peres – mauraperes@textual.
