The brand transformed a traffic jam in Colombia into a drive-in cinema.
Commuters in Bogota, Colombia spend an average of 4 hours a day stuck in traffic. As part of their 125th anniversary celebrations, Coca-Cola and Ogilvy Colombia decided to turn their frowns upside down by creating a drive-in cinema for their traffic jam. A giant video screen showed a cycle of ‘Filminutes’ and invited people to tune their car radios to a local FM station so they could hear the audio. ‘Cinema ushers’ walked up and down the rows of cars offering 250ml bottles of Coke, popcorn, hot dogs, nachos and other popular concession goodies to those sitting in the traffic. Wonder if they showed any clips of the movie Rush Hour?