The Coca-Cola Diversity Launch

-an Entertainment Extravaganza

AST came to the rescue for the Coca-Cola Company to solve an immediate and pressing need.  The diversity lawsuit had just been settled, the company wanted to send a message to employees that they understood what the lawsuit meant and wanted to express dedication to change. 

Through vast and life-long international travel, AST's founder and chief creative officer, John Brimelow has a deep understanding of diversity, what it means and how to convey the message Coke wished to send within the context of an entertainment environment.  The pressing need:  Coke wanted the production fully show ready in thirty days. 

First, John laid the ground rules for the production:  every performer must be authentic-a real, flesh and blood embodiement of the culture he wished represented.  Next, he mandated the performances must range from one-on-one, interactive to musical performances by some of the world's biggest names.  Brimelow designed the mix of entertainment, from the extremely personal to the larger than life, to give the audience a realistic, globally diverse musical, theatrical and interpersonal experience that left life-long impressions.  These impressions showed that any member of any human clan is an individual who, more than anything else, represents themselves and that this individual may very well bring something rare and beautiful to the participating audience member's experience. 

 

Here's a quick look at the setup and the show...