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DAN CATTERSON THE WRITER
I’m also a thinker. Maker. Builder. Doer. Director. Storyteller. Content creator. Tinkerer. Teacher. Coach. Dad. Friend. Fan. Buddy. Pal. Solid listener. Libra. Alien believer. Inventor of the cat meme (not really). But that URL would be way too long, so I settled on Dan Catterson the writer.
Coca-Cola was named the 2013 Cannes Marketer of the Year. An acknowledgement Leo Burnett wanted to, well, acknowledge at the Cannes Festival. But we didn't want to do just another "From: Leo To: Coke" print ad. Instead, we took this as an opportunity to involve the entire Leo Burnett network in a social cheers using the hashtag #tocoke.
We spread the word from Chicago to Sydney and encouraged all Burnetters to grab a Coke and snap a photo of them performing a cheers with a co-worker or friend, a family member, statue of Leo Burnett, semi-trained lion, or anyone whoever/whatever they wished. Then, simply tag it using #tocoke. After seven short days, we had over 200 photos submitted - with the earliest photos being used in a print ad that ran in the Cannes program book throughout the week. When the client saw the ad and checked out #tocoke on Instagram, they were greeted by the network-wide cheers courtesy of Leo Burnett.