During crisis, people learn to live with losses (jobs, homes, savings, luxuries) and uncertainty, making them more sensitive to what really matters. As in every extreme change and loss situation, people start pondering the meaning of their lives.
Brands can take part in this process by inspiring people. Coca-Cola Spain’s new “Open Happiness” campaign tackles the meaning of life via the concept “What would you tell someone who has just arrived in the world in times like these?” (a question that becomes viral and interactive through www.destapalafelicidad.es).
A 90-second TV commercial brings together a spry 102-year-old Spaniard with a newborn. The recession is acknowledged head-on, with the old man telling the baby, “Most people will say, ‘What a bad moment you’ve chosen to come into the world.’ We’re in crisis, that’s not a good thing.” But his message is hopeful: “Well, it’ll make you stronger. I’ve lived worse moments than this one, but in the end, you’ll remember only good things.” His answer to life’s meaning: “Go find what makes you happy because time goes by very quickly.”
It’s an emotional, relevant and timely spot that perfectly supports the “Open Happiness” message.