Creative Concept & Case Film | Heimat Hamburg | 2011
‘LOL’ isn’t laughter. And when online joy is reduced to quick reactions like “😂” or “LOL,” we lose the sense of how people actually feel.
Coca-Cola needed a better way to capture real joy, something more human than an emoji. So we created ‘The Laughter Tracker’: a concept and case film that reimagined how joy could be detected, shared, and measured online.
The reaction online was so strong that people thought the app was real. That buzz reached Coca-Cola and Ogilvy Berlin, who got in touch and invited us to develop the idea further during a week-long workshop.
Now, I can’t imagine I’ll ever have a funnier project than this one... but never say never.
Agency: Heimat (Hamburg)
Concept: Valeria González, Christophe Ducros
Copywriting: Valeria González, Christophe Ducros
Art Direction: Marc Garreta