Coke launches latest 'Happification' instalment

Wieden+Kennedy Amsterdam has released the latest instalment from its Coca-Cola 'Happiness Factory' series, which takes consumers inside the make-believe world of a vending machine.

The six-minute ad, called "The great happification", is the fifth in the 'Happiness Factory' series and is made in the style of a musical.

Consumers are guided through the fantasy landscapes of the inside of a Coca-Cola vending machine by "Pete", the narrator, and "Wendy", a cheerleader, who encounter a group of penguins, puppies and a mortar man on their journey.

Eric Quennoy and Mark Bernath are the executive creative directors for the ad, working with art directors Matthew Jerret and copywriter Sean Vij. The production company is Psyop, the sound design has been handled by Henry Boy and the music company is Human.

The ad has been released globally through a dedicated Facebook page and YouTube page. The activity will be supported by social media and seeding.

Mark Bernath, executive creative director of Wieden+Kennedy Amsterdam, said: "Coke doesn't want to keep all of its formulas a secret. In fact, when it comes to how to be happy, the brand is more than ready to sing from the rooftops about it.

"We created 'The great happification' as a musical celebration of the tenets of happiness, and we hope people feel good just from watching it."

The last 'Happiness Factory' ad aired in 2009 as part of the 'Coke side of life' campaign.