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 ad 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.