For its 65th anniversary, Coca-Cola wanted to reconnect with the youth.
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.
The program has generated more than 250 media impacts, more than 1.5 million euros in advertising value and a positive feeling of 98%.
"LLYC is more than an agency for us, they are part of the team. We have been able to develop a differential story-doing for our brands in communication projects that seek to bring concrete value to communications"
Brand PR Senior Manager of Coca-Cola