STRATEGY
85% of Latin Americans agree that “sharing a meal with family or friends is one of life’s greatest pleasures.” 87% of people in India prefer to eat their main meal with family rather than alone. 80% of Japanese households report the desire to eat dinner together “almost every day.” 95% of Chinese people say that eating with family is “important” or “very important” to them. 76% of South Africans prefer to eat their main meal with family rather than alone. 84% of people in the UK believe that eating with family or friends is “important” or “very important.”
People are hungry for shared meals.
Ironically, the global number of shared meals has been falling exponentially over the decades.
We’re talking about modern adults juggling careers, families and busy lives, but still carving out time to make moments matter.
The “urgent” bullies them into settling for crumbs. Work, news, chores, notifications, trends, habits.
As a result, they eat in cars, on the go, in a hurry, mindlessly, alone.
Coca-Cola believes that a shared meal is always on the menu. It’s up to each and every one of us to choose it.
So our strategy is to reconnect everyone with the joy of eating together, with Coca-Cola at the heart of every shared meal.
At the centre of every table, Coca-Cola is the delicious magnet that pulls everyone together for a shared meal.
IDEA
The World Will Wait.
A campaign created to inspire people to choose to pause the rush of modern life, and embrace the genuine connections experienced when sharing a meal and a Coca-Cola.
At the heart of the campaign are two compelling main films, "Laptop Face" and "TheMost Important Meeting," which portray highly relatable, everyday scenarios where individuals actively choose to prioritize the table over urgent demands, reminding us that nothing’s more urgent than the moments we share over a meal and Coca-Cola.
To turn this message into a movement, Coca-Cola is also launching #AFKMeals (Away from Keyboard). Building on the popular gaming term, the campaign transforms thetrend of apologizing for being offline into an unapologetic symbol for stepping away from screens and connecting over food. Influencers will encourage audiences to share their #AFKMeals moments, sparking a collective action to prioritize real-worldconnections.
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85% of Latin Americans agree that “sharing a meal with family or friends is one of life’s greatest pleasures.” 87% of people in India prefer to eat their main meal with family rather than alone. 80% of Japanese households report the desire to eat dinner together “almost every day.” 95% of Chinese people say that eating with family is “important” or “very important” to them. 76% of South Africans prefer to eat their main meal with family rather than alone. 84% of people in the UK believe that eating with family or friends is “important” or “very important.”
People are hungry for shared meals.
Ironically, the global number of shared meals has been falling exponentially over the decades.
We’re talking about modern adults juggling careers, families and busy lives, but still carving out time to make moments matter.
The “urgent” bullies them into settling for crumbs. Work, news, chores, notifications, trends, habits.
As a result, they eat in cars, on the go, in a hurry, mindlessly, alone.
Coca-Cola believes that a shared meal is always on the menu. It’s up to each and every one of us to choose it.
So our strategy is to reconnect everyone with the joy of eating together, with Coca-Cola at the heart of every shared meal.
At the centre of every table, Coca-Cola is the delicious magnet that pulls everyone together for a shared meal.
IDEA
The World Will Wait.
A campaign created to inspire people to choose to pause the rush of modern life, and embrace the genuine connections experienced when sharing a meal and a Coca-Cola.
At the heart of the campaign are two compelling main films, "Laptop Face" and "TheMost Important Meeting," which portray highly relatable, everyday scenarios where individuals actively choose to prioritize the table over urgent demands, reminding us that nothing’s more urgent than the moments we share over a meal and Coca-Cola.
To turn this message into a movement, Coca-Cola is also launching #AFKMeals (Away from Keyboard). Building on the popular gaming term, the campaign transforms thetrend of apologizing for being offline into an unapologetic symbol for stepping away from screens and connecting over food. Influencers will encourage audiences to share their #AFKMeals moments, sparking a collective action to prioritize real-worldconnections.
SCALE
The idea will be executed globally and assets were created to be relevant in North America, South America, Southeast Asia and Africa.