GENERADORES. GIVING A VOICE TO A GENERATION THAT’S PREPARED, BUT TIRED OF NOT BEING LISTENED TO: THE YOUTH

+10 awards
  • El ojo de Iberoamérica
  • Ipra
  • Premios Dircom
  • The International Business Awards
  • Client
    Coca-Cola
  • Sector
    Food and Beverage
  • Client
    Coca-Cola
  • Sector
    Food and Beverage

Challenge.

For its 65th anniversary, Coca-Cola wanted to reconnect with the youth.

Impact.

The program has generated more than 250 media impacts.

+1,5M€
VPE
98%
positive feeling
+250
media impacts

A generation prepared and eager for change, whose voice is unnoticed by elders. This is why Coca-Cola wanted to give them the opportunity to raise their voices through an innovative and different format, the world’s first smart reality show. An event that brings together the 25 most brilliant young people in Spain in a space designed for them to live together for 65 hours. The end goal: To propose solutions for five great challenges that concern the youth and give them a platform to share their proposals with the Spanish society.

GENERADORES. GIVING A VOICE TO A GENERATION THAT’S PREPARED, BUT TIRED OF NOT BEING LISTENED TO: THE YOUTH