The face we show the world in photographs is deeply conditioned: look happy, or risk revealing something real. Yet search 'beautiful woman' on Google and the results are posed, unnatural. Fashion famously takes itself so seriously that were a smile to slip onto a catwalk it would be punishable with an intravenous drip of non-diet Coke.
Coke released its first global ad in 1971. I'd Like To Buy The World A Coke featured a group of stoned-looking teenagers singing a song of peace and togetherness on a hilltop. It was one of the most successful ads in history. Buy The World A Hope aims to recreate that same feeling of unity and altruism, but this time for a real cause. Saving the planet.