Monday, October 25, 2010

K'Naan and Coke's $300 Million Advertisment Campaign



I just started reading this article and it certainly looks like it's a doozy. Pretty epic thus far. If you're not familiar with K'Naan, it's cool, peep this article from FastCompany.com.

K'naan the Skinny splashes a bucket of soapy water against the wall of a house, exposing something round, small, and dull. He walks over to pick it up. It's a grenade.

He passes it around to the other kids, who start tossing it to one another. They've seen grenades before and know they're safe as long as the pin's set. They're playing catch, laughing, taking a break from the tedium of washing. But then two of them tussle over the grenade, and the pin pops free.

K'naan throws the grenade away, fast, toward the wall of the school. The kids run like hell. There's screaming. Things go black.

Twenty years later, Coca-Cola will decide to build its biggest marketing campaign ever, a $300 million -- plus global adventure involving 160 countries and the greatest sporting event in the world, around that skinny child from that godforsaken country. The deal will go so well that Coke, which Interbrand calls "the world's No. 1 brand," will completely redefine the way it works with content providers. And, of course, it will change K'naan's life, although not in the ways you might expect.

FastCompany.com



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