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Yet another reason Coca-Cola was named Creative Marketer of the Year at Cannes.

This "Wearable Movie" concept, from Ogilvy and Psyop, is so simple and yet so true to the nature of the brand.

What I like about it is that it follows a concept that I talk about in my book THE ON-DEMAND BRAND, called "Accentuating the P.O.S.-itive - making brand experiences Personalizable, Ownable and Sharable.

Here, users participate in the creation of a short film featuring a beloved brand - and become the viral engine by which it is spread.

It's enough for any brand - and its army of fans – to smile.

Read all about the initiative, here.

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