During my senior year at Georgetown University, I participated in a nation-wide AAF competition for college students.  Our objective was to create an integrated advertising campaign for Coca-Cola to better target the 13-24 year old segment in order to 1) Increase consumption incidence and 2) Strengthen brand favorability. 

My colleagues and I decided to focus on strengths of the brand, namely the emotional and rational appeals, and identified lack of recognition as a serious problem facing this generation.  With this in mind, we chose to position Coke as a form of recognition in itself as well as a means to "reCOKEnize" others for their daily acheivements.

I have included a few creatives that my team and I developed. Enjoy.