When Coca-Cola was named the Cannes Marketer of the Year, Leo Burnett wanted to acknowledge this achievement at the Cannes Festival. But we didn't want to do just another "From: Leo To: Coke" print ad. Instead, we took this as an opportunity to involve the entire Leo Burnett network in a social cheers using the hashtag #ToCoke.
We spread the word from Chicago to Sydney and encouraged all Burnetters to grab a Coke and snap a photo of them performing a cheers with a co-worker or friend, a family member, statue of Leo Burnett, semi-trained lion, or anyone whoever/whatever they wished. Then, simply tag it using #ToCoke.
After seven short days, we had over 200 photos submitted - with the earliest photos being used in a print ad that ran in the Cannes program book throughout the week. When the client saw the ad and checked out #tocoke on Instagram, they were greeted by the network-wide cheers courtesy of Leo Burnett.