Coca-Cola wanted to thank their fans and employees who make the world a happier place. To achieve that, their agency Ogilvy teamed up with new award winning shop Bossa to create The Wearable Movie, an animated film shot on 600 t-shirts, each with a unique frame. The shirts were sent to fans around the globe asking them to wear it and take a photo to claim their frame in a collective effort to complete the animation. Once tied together, the user generated film depicts two friends who try to make a pair of lips smile.
Bossa handled design and prototyping for the front-end and back-end of wearablemovie.com where the pictures were gathered. An augmented reality based image capture system was also developed to ensure frame alignment for the user generated photos. The film itself was created by Psyop.
Having been embraced warmly by fans of Coke around the world, the film continues its success at Cannes Lions where it has just made the shortlist.