Coca-Cola Takes A Stand Against Statistics

Venice-based production company Carbo Films director Belén Gayán combats the stigma of statistics with the power of internal ambition in the new 1:22 “Statistics” for Coca-Cola out of SCPF, Spain, produced by Agosto. The spot features various individuals living vigorous lives, ignoring the limitations sometimes placed on them by modern society. Gayán’s knack for affecting visual storytelling can also be seen in past work for Audi, Renault, Skoda and Barclays, to name a few.

 

“Statistics” opens on a dynamic cross-section of people running and walking by themselves, in marathons, on the beach.  A voiceover intones, “In 2030, 58% of adults will be overweight.  According to statistics.”  Next we see people hike, bike and walk in congested cities, forests, cornfields and farms.  The voiceover continues,  “Thanks to lifts, escalators, cars, chairs, computers.  We will be more and more sedentary.  By the year 2030, 60% of the world’s population will live in cities and we’ll spend most of our time sitting or lying down.”  We see people living decidedly mobile lives: in concerts, swimming, playing in snow.    “In spite of all this, we will still feel stressed and 20% will have trouble sleeping,” the voiceover continues.  We see a small boy sleeping peacefully with his father.  “By that year, 60% of all children are likely not to have seen a cow and bad dietary habits will continue to increase.”  Conversely, we see kids with cows and people handling fresh fruits and vegetables.  The voiceover declares, “This is what out world will be like in the year 2030.  According to statistics,” as an old man gets up from his chair and people rise from seats and benches to move with unabashed zeal.  Concludes the voiceover, “But the only real statistic is that 100% of statistics are made by us and we are going to change them.  What if we stand up?”  The website changethestatistics.com and the Coca-Cola logo close out the spot.           

Credits

Client: Coca-Cola

Title: “Statistics” 1:22

Client contact: Ismael Pascual, Carmen Lorenzo

Agency: SCPF, Spain

Executive CD: Toni Segarra, David Caballero

CD: Pipo Virgós, Paco Badia

Copywriters: Isabel Sanchez, Dalmau Oliveras, David Caballero

Art Directors: Joan Ot, Marti Pujolas

Agency Producer: Lorena Toquero

Strategy Planner: David Caballero, Jose Maria Piera, Juan Manuel de la Nuez

Account Supervisor: Eva Mollet

Production Company:  Agosto

Director:  Belén Gayán

Exec. Producer:  Ines Segura

Producer: Jon Day (Orange Films)

Line Producer: Anahi Puig

UPM: Megan Baker (Orange FIlms)

Music: Carlos Jean

Media agency: Carat