Helping teens choose friendship over cruelty

True Friendship is a Coca-Cola Latin America campaign reminding teens of the happiness that comes from choosing friendship over cruelty in those crucial crossroad moments.

Through packaging, TV (including Coca-Cola’s first ever film directly dealing with teenage homosexualitY), OOH, social media, Vine, music with One Direction, and much more, we got teens to open up and talk about their issues, and in turn realize they have true friends all around.

The short films were directed by Oscar-winning screenwriter Dustin Lance Black (“Milk”), and encouraged teens to choose empathy over bullying -- specifically aimed at the lesbian, gay, bisexual and transgender (LGBTQ+) community.