After a 3-month pause in their advertising and channeling $100 million to COVID relief efforts, Coca-Cola launched its first brand statement with Open Like Never Before. 

With a poem co-written and performed by British artist George The Poet, the anthem film invites us to challenge the so-called new normal, and instead to stay open and bring renewed optimism for the change ahead. 

To the sound of a rendition of the 1960’s anthem track “San Francisco”, George performs his own words, but as the film progresses, it weaves in different people, young and old, from all walks of life and parts of the globe, who each make a part of the poem their own, challenging the old notions of work, relationships, travelling, body and race awareness, gender roles, immigration, sexuality, female leadership, all in one continuous, poetic flow. The film ends with George and a last hopeful statement “We’ll weather this storm, so I’ll be open like never before”. 

Created and produced during lockdown, the film was shot and finished remotely within 6 weeks and has been launched in over 50 countries.