Soft drink giant Coca-Cola is celebrating 125 years on the British market with a new campaign that spotlights the all-important ‘corner shop bosses’.
Developed in collaboration with London agency MHP Group, ‘The Bosses’ will be centred around a new portrait series by photographer Serena Brown, and six micro-documentary films by director Ross Bolidai and Earthling Films.
Brown’s images will focus on the commitment, heritage, know-how and personality of the six Bosses selected for the campaign, with the photographs set to appear across out-of-home placements in and around each store owner’s local community.
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“As we celebrate 125 years in GB, we’re shining a light on some of our longest standing partners – the local corner shop,” said Rhona Stephen, communications director for Coca-Cola Great Britain.
“‘The Bosses’ gives us an intimate look at their lives, and from tales of overcoming loss to building a legacy of resilience and community spirit, each story brings a refreshing perspective on the diverse and dynamic nature of Britain’s local shop owners”.
The historic US brand’s campaign to provide a platform for local entrepreneurs to share their experiences of running corner shops in Britain’s communities and their journeys to where they are today.
