Director Jon M. Chu and Legion of Extraordinary Dancers Help Search for the Face of the Coke Zero Dance
It’s every performer’s ultimate dream: landing the gig that will showcase their talents for all the world to see. But what if you can’t even get your foot in the door to audition? Coke Zero is dedicated to helping determined individuals make it possible, by giving them the opportunity to realize their aspirations through an open casting call.
For the most impressive individual, a starring role in the brand’s next global marketing campaign awaits. No professional resume or agent required; just passion, artistic drive, and the willingness to express individuality and swagger – plus the means to upload a video to CokeZero.com/MakeItPossible.
In August, Coke Zero embarked on an adventure with director Jon M. Chu and the dancers from his web series “The Legion of Extraordinary Dancers (LXD)” to discover a fun and infectious dance and the creator behind that move. Hundreds of submissions were uploaded from around the world, and, after sifting through videos from fan favorites like Australia’s Eric Morales, Mexico’s TeckFlyer, and the United States’ M.O.H., a smooth, side-to-side toe-tapping move called the “Toe Tappy” choreographed by Joel “Knucklehead” Turman of the United States, who appeared with the Street Kingdom crew on season six of MTV’s “America’s Best Dance Crew,” was selected. Now, Coke Zero is holding an open audition for performers to submit their own interpretation of the dance for a chance to appear in an international marketing campaign.
“We recognize that some of the best performances can come from the most unexpected places, which is why we’re taking our casting call outside of traditional venues and allowing anyone with a gift and ambition to share their vision with us,” said Jonathan Mildenhall, VP, Global Content Excellence, The Coca-Cola Company. “We were so inspired by Knucklehead’s story – how he turned to dance as a means to overcome personal tragedy and find joy and purpose in his life – and we can’t wait to find an artist who will embody Knucklehead’s journey in their performance so we can share it with a global audience. We are surrounded by tales of possibility every day, and, as a brand, we feel fortunate that we can harness the brilliance that comes from our consumers to highlight the great potential that exists in the world.”
“We were blown away by the creativity that dancers at every level brought to us,” said Jon M. Chu. “We saw so many amazing moves and enjoyed crowd-sourcing the dance so much that we’re raising the stakes to see how people will put their unique spin on the ‘Toe Tappy’ to take it to the next level. It’s such a cool opportunity for someone to score their big break, while being part of a collaborative experience.”
An instructional video of the “Toe Tappy,” accompanying music and upload instructions can be found at CokeZero.com/MakeItPossible. Auditions will be accepted online through October, and the star of the campaign will be named in early November.
Those who aren’t moved to be in front of the camera can still participate in the process by weighing in on the performances that inspire them the most at CokeZero.com/MakeItPossible.
Photo: Knucklehead instructing the LXD on how to do the Toe Tappy. Credited LXD Ventures