Coca-Cola
A digital campaign platform and growing collection of playful, interactive content

The Ahh Effect

Made with Wieden+Kennedy for Coca-Cola

Having established a great working relationship with the good people at Wieden+Kennedy, they invited us to partner on an idea that got us particularly excited—the first all digital campaign for Coca-Cola.

We helped create the platform and growing collection of over 60 experiences, known as 'Ahh’s', used to generate organic engagement with teens. Quick, playful and remarkable, each experience is a totally unique piece of sharable interactive content accessable across screens. From technical strategy and workflow, through design and development, the experiences are a sucessful model for rapid content creation and what's possible with modern web technologies. A few months after launch, nearly 4 million people visited an experience, staying for an average of 2-plus minutes. This is the Ahh effect.

Launch Project

An impressive collection of Ahh’s hinged on a reliable workflow and rapid approach to elaborate content creation. Our planning allowed for scale, as well as for accommodating creative and technical needs unique to each experience.


App-like, but accessible across screens

The advanced behaviors and functionality of each experience are a big part of the cool factor, delighting mobile and desktop users alike.  Ahh’s are responsive and some include enhancements on mobile, taking advantage of native device capabilities to feel like an app but are conveniently accessible via the web. A mobile-first development process and deep understanding of what’s possible across devices supported us in constantly pushing the limits of front-end technologies.

Culturally relevant creative

From gangster gorillas to 8-bit video game characters, each Ahh concept provided a clean slate for fresh creative and original art direction. We leveraged teen trends throughout the user experience, often with characters, and relied on a wide range of styles and techniques for the design of each concept.

Culturally relevant creative

From gangster gorillas to 8-bit video game characters, each Ahh concept provided a clean slate for fresh creative and original art direction. We leveraged teen trends throughout the user experience and often with characters, and relied on a wide range of styles and techniques for the design of each concept.

Culturally relevant concepts

From gangster gorillas to 8-bit video game characters, each Ahh concept provided a clean slate for fresh creative and original art direction. We leveraged teen trends throughout the user experience and often with characters, and relied on a wide range of styles and techniques for the design of each concept.

Animation and gaming

To make fun even funner we used animation and a variety of gameplay mechanics. Motion was key, guiding a users through each experience as a method of visual attract and reward. It also provided scenes and characters with distinct personality.  

By using Scalable Vector Graphics (SVG), we were able to create smooth, animated illustrations that looked great on both retina and standard displays without the use of any images.

Reliable process, rapid production

Each Ahh concept begins with a written and visual treatment to express creative concept, unique art direction and user experience from desktop to mobile. Sketched wireframes and technical approach quickly come together and working prototypes are developed to inform new opportunities and limitations.

Try it out, learn new things

Sometimes it sounds like a good idea, but in order to find out what's possible , we need to try it in action with a prototype. For example, to see if we could mimic the effect of rubbing, we prototyped using a variety of technologies and learned scripted sprite sequences, which gave us the greatest creative flexibility while maintaining high performance across all targeted browsing devices.

The Ahh experiences utilize forward front-end technologies; HTML5 Canvas, HTML5 audio/video, SVG, bleeding-edge CSS3, and lots of JavaScript.

AHHappy Family 

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Ahh.com is the responsive platform we developed, which features the entire collection of experiences. Built to scale, it continues to grow and accommodate new experiences based on a successful response to the campaign overall.

At a Glance

What it Was

The first all digital campaign for Coca-Cola. A platform and growing collection of playful, sharable interactive content for teen engagement.

What We Did

Original creative concept, user experience and gameplay design, art direction, animation, custom sound design, prototyping and front-end creative programming. Established a rapid, reliable and replicable workflow.

Why it Worked

Unique, remarkable experiences across devices. Scalable effort, can grow based on successful response. 4 million visits in four months, average engagement of 2 minutes per experience, 50% organic traffic.