#APESANTING
BY COCA-COLA LIGHT
SOCIAL MEDIA
INTEGRATED CAMPAIGN
To restart the break, a new trend: #Apesanting. Coca-Cola Light introduces this moment of floating / lightness to reinvent the break in a day.
Apesanting: neologism franglais, not gendered.
Recurring phenomenon usually occurring every day at 11:30 (inspired by the well-knowned ad « The break » in 1997), but can occur at any time when a break is needed. During Apesanting psychic and physiological changes occur. The body and mind become lighter and lighter, the subject is totally relaxed. See also: Levitation, pause, lightness, happiness, magic, kiff, WTF.
Challenge
Participants must give the visual illusion of being weightless. To each his Apesanting, there is no rule to follow, everyone appropriates it as he wants.
Videos will be shared on social networks (by putting his account Instagram in public the time of the challenge) with the #Apesanting
Creation of a vocabulary dedicated to the concept with a Giphy page and gifs on the Coca-Cola Light instagram account.
Agency: Havas Paris
Chief Creative Officer: Ludovic Ténart
Copywriter: Andréa Schrieke
Production stories Instagram: Coolsyndicate
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