Coke Zero came to us as a hard mission: spread their new concept (the more zeros the better) to young people. But it also came with a tricky part: we needed to do so while associating the product with mealtimes. Since we've all been there, we realized that young people tend to go through all kinds of trouble at this particular moment: they don't have much money or a cool place to invite their friends to eat and so on. With that in mind, we came up with a plan to enhance those moments for a group of real people who go through that kind of situation everyday. Coke liked the idea so much that they turned a web concept into their next TV campaign, reaching a wide audience on MTV.