The objective of the �Where Will Happiness Strike Next?� campaign is to unite the Coca-Cola brand with happiness in a way that invokes sharing, and thus, enabling Coca-Cola�s audience to share happiness with others, using the brand as the vessel. One of Coca-Cola's core brand principles is sharing - so the goal was to tell a story that would live on as a piece of shareable content.
The strategy was simple: create a moment of genuine happiness and harness that moment in a way that allows others to share in that moment, and then share it with each other. Let the idea expand�the story and emotional connection to the work should be universal in its understanding and appeal.