Coca-Cola enlisted spoken-word artist George the Poet for a campaign marking the cultural significance of the coronavirus pandemic.
"Open like never before" stars George the Poet as he performs a piece calling on the public to look at the world in a different light. The film begins by showing a series of key workers such as a supermarket employee and a teacher. It then moves on to other people who are enjoying different activities and relishing time with their loved ones. Outdoor work will reference the poem’s manifesto, with posters showing copy including "I’ll never call my job unimportant again" and "I’ll keep social distance from bad energy".
"The underlying message of this campaign is close to my heart," George the Poet said. "As long as there are human beings capable of empathy and hope, the world will get better."