Coke Zero set out to create an international dance craze—and ended up with a victory dance.
Coke’s Make It Possible" project invited choreographers to submit videos of their dance innovations. Hundreds of submissions were uploaded from around the world, and, after sifting through videos, a smooth, side-to-side toe-tapping move called the "Toe Tappy" choreographed by Joel "Knucklehead" Turman was selected. He calls it a "victory dance."
Next, Coke Zero held an open audition for performers to submit their own interpretation of the dance for a chance to appear in an international marketing campaign, and Ogilvy Paris and director Nima Nourizadeh transformed Toe Tappy into a short web film featuring a young man who turns his frustrations against his parents into the inspiration for a new dance move, the Toe Tappy.