Artificial intelligence is important, but it is not enough, so Coca-Cola has enlisted the US model Gigi Hadid to make her the protagonist of the new global campaign ‘Recipe for Magic’.
The 30″ was developed by OpenX, the team created by WPP to manage the Coca-Cola global account acquired in 2021, with support from Ogilvy, Momentum Worldwide, EssenceMediacom, United Talent Agency, VMLY&R and Zeno.
Launched in the UK, USA, Europe, China and Japan, the creativity celebrates the importance of food in strengthening human bonds.
Celebrated as a ‘foodie’, Hadid becomes a testimonial on the ‘Real Magic’ communication platform, the protagonist of a story whose ingredients are a group of friends, the occasion of a meal together and frozen bottles of Coca-Cola.
On the Chinese market, Hadid will hand over to actor and food enthusiast Yang Yang alongside Mexican chef and influencer Oscar Meza, while different markets will support the campaign through content produced by around 750 local chefs and influencers.
“We hope to create a movement where people share their ‘recipes for magic’,” said Elif Kaypak, Coca-Cola Global Brand Marketing Lead, noting the inherently local nature of the food and the decision to feature a wide range of cuisines of the world.