THE PHILIPPINES, APRIL 20, 2012: A collaboration between McCann Erickson Philippines and Grupo Lumina gave Coca-Cola’s 100th Year Concert Celebration at the SM Mall of Asia the proverbial grand finale as the team converted the facade of the E-Commerce 2 building into a canvas that mapped the beverage’s history and journey across in the country.
“Coca-Cola Atlanta had just celebrated their 125th year with a building-wrap projection. For its 100th year in the Philippines, (Coca-Cola) wanted something definitively more local,” said Peter Acuna, executive creative director of McCann Erickson Philippines. “3D mapping allowed us to transform the whole building into interesting landscapes… and tell Coca-Cola’s story in the most spectacular way.”
The eight-minute 3D video was the centerpiece of the night, even as it segued into a series of fireworks displays. “As liberating as it was to play with a longer and much larger format, we knew we had to come up with unexpected visual twists to keep everyone’s attention on the extended narrative,” said Acuna.
He noted the “months of detailed storyboarding and thousands of hours of rendering” to complete the full-CG display. McCann Erickson’s partnership with Grupo Lumina, Acuna shared, gave them access to new ways of telling the story of the brand’s attitude and emotion. “They were able to take our idea and execute it in a way that surprised even us,” he added.
