Coca-Cola has enlisted American supermodel Gigi Hadid to front its latest integrated global campaign under its ongoing ‘Real Magic’ platform.
Led by a 30-second hero spot, ‘Recipe for Magic’ was developed by OpenX – a bespoke team set up by WPP specifically to handle the lucrative Coca-Cola account after it secured its global business in November 2021.
The film, which sees a group of friends join together and toast a homemade meal with ice-cold bottles of Coke, will run worldwide via TV, video-on-demand, cinema, out-of-home, and social media across April and May.
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“Launching ‘A recipe for magic’ we hope will inspire people to come together around a meal and we’ve designed the campaign around what we believe to be the three easy, essential ingredients that help make the experience truly magical: the moment, the meal, and Coca-Cola,” Coca-Cola global brand marketing lead, Elif Kaypak said.
Launching in the UK, US, Europe, China and Japan, the creative looks to celebrate the importance of food in enhancing human connections.
The campaign’s development was also supported by Ogilvy, Momentum Worldwide, Mediacom, United Talent Agency, VMLY&R and Zeno.
