Criatividade em tempos de capitalismo estético – um estudo do filme da Coca-Cola – Fábrica da Felicidade

Abstract

The article aims to analyze the elements of creativity in the Coca-Cola film "Happiness Factory", extended version (2008). The motivation for the theme is the curiosity to know what makes Coca-Cola keep so long in the market, with a large, varied and loyal audience.How important is creativity to its success? How is creativity used in its campaigns? The study contextualizes Coca-Cola in the history of advertising and seeks to identify and discuss some advertising techniques considered creative.The analysis identifies, in the narrative, the application of creative techniques and how they contribute to achieving the film's goal.The film features a technically structured storytelling, where the actual and possible scenarios are presented more colorful and magical, with the goal of leading the audience on an engaging journey; the narrative that takes place in two worlds, one real and one imaginary, with different temporalities, making a connection between these worlds, where commitment, work, collaboration, joy, celebration and rewarded effort arise, all articulated to seduce the viewer. This narrative aims to create meaning in the relationships between the company, its employees and its consumers.The film features Coca-Cola as a source of worker and consumer happiness, and its employees, as representatives of the Organization, become participants in something that impacts the world. Times have changed, contexts have changed, 7 we have entered the age of world aestheticization and creativity is imperatively present in Coca-Cola advertising in various ways.