George The Poet's optimistic soliloquy of change for Coke
In Open Like Never Before, the spoken-word artist asks "what if the new normal ain't the normal we knew?".
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Credits
powered by
- Agency 72andSunny/Amsterdam
- Production Company New Land
- Director Gustav Johansson
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Credits
powered by
- Agency 72andSunny/Amsterdam
- Production Company New Land
- Director Gustav Johansson
- Editing Cabin Editing Company
- Post Production Glassworks Amsterdam
- Sound Design Wave Recording Studios
- Producer Trine Pillay
- Producer Mia Tidlund
- Production Manager Christabelle Stone
- DP Steve Annis
- DP Jamie Ramsay
- Editor Sam Ostrove
- Editor Emma Backman
- 2D Artist Blake Huber
- 2D Artist Alexis da Camara
- Colourist Scott Harrison
- VFX Producer Jamie McCubbin
- Audio Mixer Ed Downham
- Sound Designer Parv Thind
- Creative Director Emiliano Trierveiler
- Deputy Executive Creative Director Laura Visco
- Designer Renee Lam
- Executive Creative Director Carlo Cavallone
- Executive Producer Jennifer Cursio
- Producer Nili Zadok
- Senior Producer Eline Bakker
Credits
powered by
- Agency 72andSunny/Amsterdam
- Production Company New Land
- Director Gustav Johansson
- Editing Cabin Editing Company
- Post Production Glassworks Amsterdam
- Sound Design Wave Recording Studios
- Producer Trine Pillay
- Producer Mia Tidlund
- Production Manager Christabelle Stone
- DP Steve Annis
- DP Jamie Ramsay
- Editor Sam Ostrove
- Editor Emma Backman
- 2D Artist Blake Huber
- 2D Artist Alexis da Camara
- Colourist Scott Harrison
- VFX Producer Jamie McCubbin
- Audio Mixer Ed Downham
- Sound Designer Parv Thind
- Creative Director Emiliano Trierveiler
- Deputy Executive Creative Director Laura Visco
- Designer Renee Lam
- Executive Creative Director Carlo Cavallone
- Executive Producer Jennifer Cursio
- Producer Nili Zadok
- Senior Producer Eline Bakker
Since the world came to a standstill with the outbreak of Covid-19, much talk has been made of the 'new normal' we're facing.
However, as this eloquent, uplifting and timely montage for Coke goes to suggest, the 'new normal' might just be questioning what normality should be.
Set to the words of, and delivered by, London-born spoken word performer of Ugandan heritage George The Poet, Open Like Never Before sees the brand launch its first EMEA work since the pandemic changed everything, and sets out a manifesto of hope.
Created through 72andSunny Amsterdam and shot by new-land London directors Gustav Johansson, Indra Herö Wide, and Marcus Ibanez, the spot combines the rhythmic delivery with a montage of 4th-wall-breaking performance and heartfelt imagery.
“The underlying message of this campaign is close to my heart," GTP comments. "During my career I’ve always had to be open to the idea of change – switching from rap to poetry, from music to podcasts – being open gives you an advantage in all aspects of life. Covid-19 gave me a moment to reflect at a time when the world came to standstill, made me more patient and adapt to different ways of working.”
Full poem, written by George the Poet:
Wait, stop.
Who said we have to go back to normal, back to anything?
What if the new normal ain’t the normal we knew?
And we can’t just do what we’d formerly do.
What if the big change is you and me? What if we choose to be open?And say…
I will never call my job unimportant again.
I’ll never say that teacher’s holidays are too long or that school is dry and I can’t wait to move on.
My ears are not my earphones. What if I listen.
What if I’m missing how bright your eyes glisten.
What if I just smile a bit. Travel less and love every mile of it.
What if I believe in the change my cooking, my music can do.
And what if I don’t dance, but just for you I might give in to the rhythm soon.What if I refuse to be a stranger in my own living room.
And I’ll learn my lesson from a bad memory, and I’ll keep social distance from bad energyAnd I’ll prove that funny beats sexy any day.But I’m still cute, anyway.
What if my dreams never take the backseat again? What if I’m there whenever you need a friend.
What if I celebrate my skin, my body, my hair, every day!Even Mondays.
I won’t waste another minute without you.
And I’ll stand by every word I sayI’ll make my vote count, make my voice heard today.
I’ll never say this city has too many tourists again.
I’ll lead, like a woman.
I’ll have a family of dozens.Give my little nephews and nieces some cousins.
I’ll stay right beside you. I’ll say Yes, Yes, Yes, I do.
I’ll never forget how much stronger we are together.I’ll carry that in my heart forever.
We’ll weather this storm.
So I'll be...
OPEN LIKE NEVER BEFORE.
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