Coca-Cola has launched Roll Out Happiness, the latest global installment in the brand’s ‘Where Will Happiness Strike Next?’ series. Striving to make our cities and lives a little less gray, the film shows what happened when Coca-Coca rolled out a lush, green park and opened happiness in an unexpected location.
The dullness of gray is an all too present fixture for those of us who live in concrete heavy urban cities. To bring people together and help them cast aside their worries to enjoy the moment, Coca-Cola made one spot a little less gray by transforming a drab city square with a pop-up park.
Created with ad agency Wieden+Kennedy Amsterdam, the Roll Out Happiness film depicts the grass being physically rolled out by Coca-Cola’s customized grass-laying vehicle, with surprised passersby looking on as the park takes shape. Bringing people from all walks of life together (and even their dogs) are trees brimming with fun equipment to play with and two special vending machines. With nothing but the instructions to “Take Off Your Shoes To Open Happiness” – the vending machines rewarded those who did with not only the feeling of fresh grass underfoot, but a refreshing bottle of Coca-Cola.
Christy Amador, Coca-Cola global digital brand strategist, said, “This is one of my favorite “Where Will Happiness Strike Next?” executions. The concept is so simple, yet uplifting. It perfectly demonstrates our strategy – and you can’t help but smile as you watch it!”
The film is available to view now on Coca-Cola’s YouTube channel: www.cokeurl.com/rollouthappiness
Michelle Satter To Be Honored At Sundance Film Festival Gala
The nonprofit Sundance Institute today announced details for the 2025 Sundance Film Festival’s gala fundraiser, Celebrating Sundance Institute, which will take place on Friday, January 24, 2025 at the Grand Hyatt Deer Valley in Utah. The event will be an evening in celebration of Michelle Satter, founding sr. director of artist programs at Sundance Institute, for her longstanding commitment to nurturing artists and cultivating independent film through the Sundance Labs, where visionary artists convene to develop groundbreaking projects through an in-depth creative process, for the past four decades. The annual Vanguard Awards will be presented during the evening to Sean Wang, writer and director of Dìdi, and Julian Brave NoiseCat and Emily Kassie, co-directors of Sugarcane, who premiered their films at the 2024 Sundance Film Festival.
The annual gala enables the nonprofit to raise funds to support independent artists year-round through labs, grants, and public programming that nurture artists from all over the world. The 2025 event is made possible with the generous support of Google TV. The Festival will take place from January 23–February 2, 2025, in person in Park City and Salt Lake City, with a selection of titles available online from January 30–February 2, 2025 for audiences across the country to discover bold independent storytelling.
“For over four decades Michelle has been devoted to truly championing independent storytellers,” said Amanda Kelso, acting CEO of Sundance Institute. “She has encouraged artists to own their voice, learn their craft, become fierce leaders, and develop their resilience in our changing ecosystem. Her life-long commitment to supporting artists, especially in underrepresented... Read More