The Problem

The Toronto International Film Festival (TIFF) is one of the most prestigious film festivals globally, attracting thousands of attendees, celebrities, and media coverage each year. For Coca-Cola, a global leader in the beverage industry, the challenge was to create a memorable and engaging presence on the TIFF Red Carpet that would resonate with a diverse and influential audience. The goal was to reinforce Coca-Cola's brand image as a symbol of joy, connection, and celebration amidst the glamorous and high-energy environment of the red carpet event.

The Solution

GoodKids Creative Agency developed a strategic street team campaign titled "Coca-Cola Red Carpet Play" for TIFF, aimed at enhancing brand visibility and fostering authentic connections with attendees. Our approach encompassed the following key components:

Creative Direction: Designed an innovative street team concept that aligned with Coca-Cola's brand values of happiness and togetherness.

Photography: Captured high-quality images of the street team in action, interactions with attendees, and the overall vibrancy of the event, utilizing these images for both real-time social media engagement and post-event marketing materials.

Commercial Advertising: Produced compelling advertisements showcasing the street team's efforts and the joyful moments shared with festival-goers. Leveraged these ads across multiple platforms, including social media, digital displays, and traditional media channels, to maximize reach and impact.

Street Team Activation: Deployed a dedicated street team equipped with Coca-Cola-branded merchandise, ensuring consistent and recognizable branding throughout the event. Engaged with attendees through personalized interactions, giveaways, and interactive installations that encouraged social sharing and user-generated content.

The campaign delivered transformative outcomes, significantly elevating Coca-Cola's presence at TIFF and reinforcing its reputation as a brand synonymous with joy and connection. GoodKids Creative Agency's innovative strategies showcased the power of boutique agencies in executing targeted, impactful experiential marketing. Achieving a significant increase in social media mentions and rise in interactions, the campaign not only heightened brand visibility but also fostered meaningful engagement with diverse audiences. This success story underscores how strategic creativity can redefine brand identity and cultivate lasting connections with consumers.