Think outside the (juice) box with Amita

Based on surveys across the US and Europe that humans spend between 80 and 90 per cent of their time indoors, this ad for Coca Cola brand Amita makes a case for reconnecting with nature. 

Created by McCann Worldgroup/Athens, and directed by Danny & Loco through Stefi & Lynx Productions, the charming film demonstrates how we love to bring aspects of the outside world into our homes through wallpaper, textiles and stories. 

Set to a version of Louis Armstrong’s timeless 1967 hit What a Wonderful World, the campaign asserts how nothing can compare to the mental and physical health boosting power of stepping out under actual skies full of “blue, and clouds of white, the bright blessed day and the dark sacred night.”