Coca-Cola: Max+ Fun Hub

Max+ wanted to reinforce its relevance among teenagers through brand-equity building properties that genuinely resonated with them, rather than through another promotion.

Research into the audience revealed a tension. Myanmar teens have strong aspirations of self-expression, but what held them back was the lack of places where they could express themselves and be recognised for who they are. A brand that provided such a place would earn something that advertising cannot buy.

Ruder Finn Era, then ERA Communications, translated the Max+ values of creativity, friendship, fun and discovery into a physical space. Max+ Fun Hub took a back alley in the heart of downtown Yangon, a place that had been piling up with rubbish, and turned it into a healthy, fun and recreational space for young people.

Teen artists were placed at the centre of the project. They helped clean the alley and then translated their creativity onto its walls, so the space was made by teens rather than handed to them. The launch was built as a media event with the transformation, the artists and the brand's purpose as the story.