W+K Portland Creates ‘A Generous World’ for Coca-Cola

By Erik Oster 

W+K Portland debuted a new ad for Coca-Cola during the Oscars on Sunday, entitled “A Generous World.”

The 60-second ad, the latest in Coca-Cola’s “Open Happiness” campaign, follows a series of unfortunate events. It opens on a man buying a Coke when he sees a woman break a guitar string and decides she needs it more than he does. She’s about to sip the bottle when she sees an elderly nun whose car is being towed and gives the Coke to her. From here, the Coke keeps making the rounds from one person to the next. As each is about to sip the drink, they see someone who has suffered a worse misfortune than they have and decide to give it to them instead. It’s very much in line with the “Open Happiness” mood of promoting happiness and positivity, although the premise wears a bit thin by the end of 60 seconds after so much repetition. The broadcast spot ends on a bit of a cliffhanger, and Coca-Cola invited fans to submit their own ideas for endings before finally revealing their own (see below).



Client: The Coca-Cola Company
Spot: “Generous World”

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Hal Curtis / Jeff Gillette / Antony Goldstein
Copywriter: Neil Ramanan
Art Director: Gianmaria Schonlieb
Producer: Jennifer Hundis
Account Team: Brian Mead
Business Affaires: Teresa Lutz
Executive Creative Directors: Joe Staples / Mark Fizloff
Head of Production: Ben Grylewicz

Production Company: MJZ
Director: Dante Ariola
Head of Production: Scott Howard
Line Producer: Natalie Hill
Director of Photography: Philippe Le Sound

Editorial Company: Rock Paper Scissors
Editor: Adam Pertofsky
Assistant Editor: Marjorie Sacks
Post Producer: Shada Shariatzadeh
Post Executive Producer: Angela Dorian

Final Online & Effects: The Mill, Chris Harlow
Color Correction : Company 3, Stefan Sonnenfield

Music Company: Walker
Executive Producer : Sara Matarazzo

Audio Post and Sound Design Company: Eleven Sound, Jeff Payne