JEFFREY BERKE
Executive Producer | Freelance

Brand/Client: Coca-Cola

Agency: Blue Flame

Location: Atlanta

 

Creative Director. The week-long Grand Opening of Coca-Cola's flagship brand destination was a festival-style event. It needed to be media-friendly, and both locally authentic and globally relevant. JB worked with Blue Flame Events, third-party agencies and multiple in-house Coke brand teams to develop and execute the live and online audience engagement strategy. This included concept development; venue and show design; stage fabrication; special effects; show scripting; VIP speechwriting; and talent performances, including a collaboration with Cirque du Soleil. All this, plus managing event logistics from installation to strike. Most importantly, Polar Bear handling.

Results: Consistent with our team's previous fulfillment of Coca-Cola's Winter Olympics sponsorship, the NWOC Grand Opening achieved the objectives of being both profitable and newsworthy, with over 30,000 visits in the inaugural week, while also exceeding forecasts for earned media and impressions.