A Step from Zero
Before UGC was a media strategy and community casting was a brand playbook, Coke Zero built a global 360 campaign entirely around the people who loved it most. What began as an open call for an original dance became a multi-continent movement - a short film, a global OOH campaign, and a Cannes Lions-winning demonstration that the internet could build something truly real.
Cannes Lions Case Study - Coke Zero, A Step from Zero, 2012
The Challenge
Coke Zero needed cultural relevance with a generation that had grown deeply skeptical of traditional advertising. The brand couldn't buy its way in - it had to earn an invitation. The opportunity was to build something the audience would want to participate in, rather than simply watch.
The Approach
Eschewing the traditional advertising model entirely, the campaign used its online storytelling platform to experiment with genuine UGC participation. The brand didn't script the story - it created the conditions for one to emerge organically over several months, with fan input shaping every chapter from dance submission to final casting and global distribution.
The Call
Director Jon M. Chu goes online to invite the world to submit an original dance to MakeItPossibleProject.com. The community likes, shares, and debates the submissions in real time.
The Dance Wins
Joey "Knucklehead" Turman's Toe Tappy rises from the submissions. Coke Zero is convinced it can catch on globally - and issues a casting call for someone to carry it to the world.
The Star is Found
Finalists are flown to LA, photographed for OOH, and given behind-the-scenes content to share. Keemo, a dancer from France, wins the lead in the global short film.
The World Joins In
Knucklehead travels from Japan to New Zealand teaching the Toe Tappy, creating earned media along the way. The campaign keeps building long after launch.
The Music Video
As the Toe Tappy spread globally, Carmen Electra, Perez Hilton, and choreographer JaQuel Knight (Beyonce's "Single Ladies") joined the movement - starring in a tongue-in-cheek instructional music video that extended the campaign's cultural reach far beyond traditional advertising.
"Do That Toe Tappy" - Music Video ft. Carmen Electra, Perez Hilton & JaQuel Knight
The Film
Directed by Nima Nourizadeh. Starring Keemo - chosen by the community - as a young man whose family doesn't support his dream of becoming a professional dancer. He wins their approval after creating a dance that spreads across the world. Original track "I'm All In" by rapper Metis.
The OOH Campaign
Community finalists were photographed in LA for a global out-of-home campaign - posters, in-store, and beyond - then handed the assets to share through their own networks. The audience became the distribution channel.
OOH Campaign - Behind the Scenes of the LA Shoot
Recognition
- Gold Cannes Lions2012
- Silver + Bronze Cannes Lions2012
- London International Awards2012