Coca Cola – the ice floes are melting

Coca Cola ice

Ice floes, polar bears and Coca Cola? Sounds familiar right? I saw this campaign at the Toronto Eaton Centre today. The bear is standing on a sheet of ice that will melt unless you soash (short for all the social media bucket) a custom message, predefined message or a video. It brings urgency to environmental issues and has a well crafted digital extension. I like it!