The mission of the Coca-Cola Light ‘Choose Love over Like’ campaign, launched in February 2014, was to transform ‘likers’ into ‘lovers’.
It was an invitation to all fans of the brand to embrace every single moment of their lives with the same passion they felt for their beloved soft drink.
A 60-second video was produced and it generated over four million views in its first week on YouTube. The spot, produced by creative agency Johannes Leonardo was filmed in Santiago, Chile, under the direction of Melina Matsoukas.
Elena Pinakatt, Coca-Cola global brand director, revealed that the campaign was inspired by a quotation from the Dalai Lama:
“The more you are motivated by Love, The more Fearless & Free your action will be”
As Guy Duncan, Coca-Cola global group content director, explained: “Often we produce the spot after having chosen the music, but that wasn’t the case this time. We tried loads of tracks, but most of them were either too old-fashioned or not in line with the message we wanted to communicate. Music is an incredible important component in a spot and this song burst into an incredibly catchy and exciting chorus at exactly the right moment. We put it all together and it was perfect”.
That track was John Newman’s hit ‘Love Me Again’ and this is the spot: