Coca Cola and DAVID Miami sought to break through this sensory barrier with an ingenious campaign.
Can you hear an image? If we speak literally, the answer would be no; however, a visual stimulus can help your brain remember a specific sound.
The images in this campaign show actions with characteristic and identifiable sounds, a can being opened, a bottle being uncorked and a glass of Coca Cola just poured. The intention is to appeal to the memory of the viewer who, upon seeing these images, “hears” them. The photographs were complemented with the slogan “try not to hear this”.
Camilla Zanaria, Content Lead for Coca Cola in Europe, said: “With this campaign, we aim to activate the sensory memory of our consumers, challenging them to hear an image for the first time, and for our ad to end up in their heads.”
This campaign can be classified as part of the ASMR (Autonomous Sensor Meridian Response) trend, which is a phenomenon that causes a certain pleasure when seeing or hearing something that satisfies the brain. As it is a stimulus, not everyone feels it in the same way, but it usually causes a tickling sensation on the back of the neck.
What do you think about this campaign? Did Coca Cola achieve its goal and make you listen to its images?
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