Client
  • Coca-Cola
Design Tools
  • Adobe Photoshop
  • Adobe Illustrator
  • Adobe Flash
  • After Effects
Deliverables
  • Website
  • Mobile App
  • Wallpaper
  • MSN Messenger Games
  • Banners

Creative Direction for Coca-Cola Happiness Factory: Designing Engaging Micro Experiences

The Coca-Cola Happiness Factory campaign brought to life an imaginative world hidden within soda machines, where delightful characters work tirelessly to deliver happiness with every Coca-Cola drink.

Coca-Cola’s global brand success gave birth to a new challenge: extending this whimsical world into an interactive digital space where fans could experience the joy of the Happiness Factory firsthand.

Our team was enlisted to design and develop micro experiences that would enable fans to interact with these beloved characters in creative ways.

This project not only allowed us to dive into the rich world of the Happiness Factory but also pushed the boundaries of digital storytelling through game design, user experience (UX), and engagement-driven content.

Project Goals and Objectives

We aimed to expand the Happiness Factory story by creating a digital experience that would resonate across different demographics.

  • Building Brand Loyalty: By offering unique interactive experiences that align with Coca-Cola’s brand essence.
  • Increasing User Engagement: Creating fun, memorable, and replayable micro games that captivated users.
  • Deepening the Storytelling: Allowing consumers to explore the Happiness Factory universe and build connections with the characters through interactive content.

The overarching goal was to translate the magic of the Happiness Factory into a digital journey that could be experienced globally.

A group of animated characters stand in a grassy valley between cliffs. The background includes a hot air balloon and a helicopter. The Coca-Cola and Happiness Factory logos are visible.

Results and Recognition

The Happiness Factory interactive experience exceeded expectations, garnering global attention and winning several prestigious awards. Some of the highlights include:

  • Award-Winning Campaign: The project won accolades such as the Webby Awards, FWA Awards, and was featured in AdWeek and Cannes Lions.
  • Global User Engagement: The platform attracted millions of users who interacted with the Happiness Factory world, playing games and exploring the brand in a new, innovative way.
  • Sustained Impact: The success of the project reinforced Coca-Cola’s position as a leader in digital storytelling, with the campaign still being celebrated as one of the most creative and impactful initiatives in their brand history.
The image is the logo for
A stylized gray logo featuring the letters
ADWEEK
Logo of the Clio Awards, presented in black text on a white background, with
Cannes Lions logo featuring a stylized lion and text reading
An animated character in an orange vest stands on grass, surrounded by hedgehogs in front of a wooden fence and trees.

Strategy and Process

Our strategy revolved around extending Coca-Cola’s existing narrative by integrating micro interactions and story-driven gameplay that maintained the same charm and magic that fans loved about the Happiness Factory. The process involved:

  • Concept Development: The Happiness Factory was translated into an interactive experience by brainstorming. We focused on making the digital environment fun, intuitive, and closely aligned with the brand.
  • Customer-Centric Design: Wireframing, rapid prototyping, and testing various iterations to maintain high levels of usability and visual appeal were all part of the design process.
  • Story Integration: Each game and interaction deepened the connection to the Happiness Factory story. Whether you were fixing fences or helping characters achieve their goals, everything contributed to the story.
A whimsical animated scene depicts various characters inside a factory setting, featuring the Coca-Cola logo prominently. The title

Design and Execution

As the ACD and UX Design lead, my role was to bridge the gap between creative vision and technical execution. This involved overseeing all aspects of design, from ideation to final implementation. Key elements included:

  • Interactive Games: We developed a range of mini-games, such as “Kissy Puppy Breakout,” where users could help characters complete their tasks in a fun, engaging manner. Each game was designed to be quick, enjoyable, and aligned with Coca-Cola’s brand messaging.
  • Web and Mobile Experiences: The interactive platform was designed to be fully responsive, allowing users to engage with the Happiness Factory universe on desktops, tablets, and smartphones.
  • Visual and Character Design: High-quality visuals were central to the experience. We used 3D character models, vibrant illustrations, and rich animations to capture the unique aesthetic of the Happiness Factory.
Animated blue characters in construction gear and a crane on a grassy platform. The scene is set in a mountainous landscape with a vintage Coca-Cola clock. Text below includes sharing and policy options.
A game screen instructs to repair boards on a fence by clicking them. The interface features minimalistic graphics with white boards against a dark background. Coca-Cola branding is visible.
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A person in a red boat navigates an icy canal inside a large cave, with various characters and objects scattered along the icy path. A gauge with a needle is situated on the right side.
Four figures are seated outdoors watching an animated movie on a large screen. The movie depicts a character in a snowy landscape. The setting appears to be a natural, possibly forested area.
A mechanical arm fills a Coca-Cola bottle in an imaginative, lush landscape with green cliffs and floating platforms, creating an interactive digital experience.
A person sits at a desk using a stylus on a tablet, with two computer screens displaying digital graphics. A DC Shoes flag hangs in the background as bright natural light enters through the window, enhancing the interactive digital experience.

Visual Storytelling and Design

The design process involved creating a fully immersive environment that stayed true to the original Happiness Factory campaign. Our visual storytelling efforts focused on:

  • 3D Character Models: Bringing the quirky characters to life through detailed models and expressive animations.
  • Environment Design: The digital world was designed to mimic the bustling, colorful environment of the Happiness Factory, filled with playful interactions and Easter eggs for users to discover.
  • Micro Interactions: Small details, such as animated transitions and sound effects, were added to enhance the user experience and maintain engagement throughout.
A fenced-in scene with a machine producing Coca-Cola bottles in a mountainous area. The text at the bottom mentions Happiness Factory, Terms of Use, and Privacy Policy. .

User Journey and Engagement Metrics

The client journey was meticulously crafted to ensure a balance between engagement and storytelling. Key stages included:

  • Onboarding and Exploration: Clients were welcomed into the Happiness Factory world with a short introduction, setting the scene for the adventures ahead.
  • Game Play and Challenges: Players could participate in a variety of tasks and challenges, all of which were designed to be intuitive and rewarding.
  • Engagement and Replayability: The micro games were built with replay value in mind, encouraging users to return and explore different aspects of the experience.

Metrics such as time spent on the platform, game completion rates, and fan feedback showed a significant boost in brand interaction and client satisfaction.

A penguin wearing a construction hat and vest stands in an icy environment holding a red disc, facing four identical machine-like robots. The scene has a logo for Coca-Cola and