Coca-Cola Ramadan Ad
CASE STUDY
First ever local production of a Coca-Cola commercial
Coca-Cola Company is well-known for their ad campaigns all over the world which are carefully thought out and well executed for different countries and communities whilst giving a universal message of bringing people together. Coca-Cola stays true to their brand with every piece of material they put out for the public, giving utmost attention to the quality, effectiveness and the message within the material.
Among these campaigns, one of the most well-known campaigns is for the holy month of Ramadan. Every year, Coca-Cola embarks on a campaign to celebrate the holy month of Ramadan with a multitude of marketing materials which are carefully crafted to each country and community making sure that the material is culturally and traditionally appropriate for the target audience.
For the first time in 2018, Chopart was tasked with the first ever local production of a Coca-Cola commercial here in Maldives with local talent and fully shot, edited and produced in-house by our team.
// Getting Started
As a start to the project, we were given a reference commercial made in Bangladesh following the theme and concept that Coca-Cola Company set in place for the region of South East Asia. Our first task was to modify the current concept to the culture and traditions practiced by Maldivians during the holy month of Ramadan so that the final commercial is as local as possible.
After brainstorming and discussions with the Coca-Cola team both local and international, we ended up with a concept and storyboard that satisfied both sides and started with a talent hunt. We conducted multiple screen tests with actors and models and communicated them with the Coca-Cola team each step of the way whilst simultaneously location hunting as well keeping in mind to pick a setting that would help us make the best end product we can.
// SHOOTING & PRODUCTION
Our team carefully mapped out the entire commercial from shot to shot so that there wouldn’t be any confusion when shooting and also making sure that we get every shot we need. While half of our team was working this, the rest of the team was setting up and preparing the location and making it as close to the concept as possible.
Before the start of the project, we were given guidelines by the Coca-Cola team that we were supposed to follow in order to maintain their brand identity and also the equipment they preferred us to use for quality control. As per these guidelines, we used a Red Epic 6K Cinema Camera to shoot the project. The entirety of the commercial was shot in 6K to get the most out of the raw footage that we could for post processing and downscaled to 1080p for the final product for broadcasting and an additional 4K cut for other platforms.
From shooting to editing and delivery, all the work was handled by our team in-house providing Coca-Cola with a one stop solution. We took two days for the shoot with the local talent with the necessary shots spread over the 48 hours. The next three days were spent on editing, color grading, sound mixing and shooting product shots simultaneously.
// PRODUCT DELIVERY
From the start of the day of shooting, we were able to complete the project within 5 days and hand over the final files to the Coca-Cola team. An event was held at Maagiri Hotel to commemorate the release of the commercial as the first ever locally produced Coca-Cola commercial in Maldives fully produced by a maldivian production firm with everything done in-house which included talent hunt, location scouting, shooting, editing, color grading, sound mixing, print media and photography.
Both the local and international Coca-Cola team worked with us throughout the whole process of making the commercial. Both our teams worked well together and ended up with a historic end product that we could proudly say was produced by Maldivians.