C O C A - C O L A P O L A R B O W L

in 2012, coke asked wieden+kennedy to bring back the polar bears for the super bowl. what we came up with was a fully integrated campaign that featured two polar bears, one rooting for new york and one for new england, who watched and reacted to the game in real time. for the entirety of the game, we digitally “puppeted” the polar bears via a game system we built. the bears’ reactions to every play and every commercial were streamed live to CokePolarBowl.com. millions of viewers tuned in to watch the game with our bears.

I was an integral part of the team that made this all possible. I made presentation deck after presentation deck to sell the concept through and produced the final art you see below amongst a myriad of digital out-of-home boards and banner after banner. I was even part of the behind-the-scenes team that broadcast live tweets from the bears on game day. it was possibly the most intense project I worked on at w+k, both exhausting and exhaustive. and rewarding, as the campaign won multiple cannes and ANDY awards that year, among others.

art director: chris thurman, copywriter: heather ryder
creative directors: hal curtis and jeff gillette

O N L I N E

our online presence was what was going to make or break this campaign. we blew it out across multiple platforms and social media streams, saturating the internet with our loveable bears.

2012+Coca-Cola+Polar+Bowl+Next+Day+Report-1 copy.jpg

P R E S S K I T

to encourage excitement about the campaign, we made polar bear statues, scarves and a thumb drive loaded with teasers of what was to come. though I didn't knit the scarves myself, (we had an army of "polar bear volunteers" do that), I was responsible for designing the box, its contents and even hand-painting the statues.