In celebration of April 2014, “Freedom Month’, Coca-Cola literally created rainbows to mark the 20th anniversary of South Africa’s democracy and the birth of the “Rainbow Nation’, a phrase coined by Archbishop Desmond Tutu during the country’s first democratic election in April 1994.
The rainbows were “conjured up’ in the Johannesburg CBD by using sunlight, water, some fancy science and a little bit of magic by advertising and marketing communication agency FCB Johannesburg and a technical team led by a “globe-trotting rainbow-maker from the United States’.
Says Sharon Keith of Coca-Cola South Africa, “We are very excited to have discovered a way to create actual rainbows by capturing the sun at specific angles through a mist of recycled water.”
“In the lead up to Freedom Day, we wanted to go further than reminding South Africans of our heritage,’ she continues. “We wanted to create a symbol of our diversity and celebrate the fact that as a nation we have come so far. Coca-Cola aims to inspire moments of optimism and happiness, and rainbows can do both.’
On the eve of South Africa’s 20 years of democracy, Coca-Cola created moments of happiness, which were captured on film.
Watch the video: https://www.youtube.com/watch?v=ptRLbEbMMSg&feature=youtu.be.
