The objective of this Coca-Cola campaign, is to create ideas that build a bridge between Coca-Cola and Gen Z. The goal is to engage Gen Z authentically and meaningfully, focusing on creating "Real Magic" moments human-centered connections that resonate with this generation globally. The ideas can take any form, such as experiences, social campaigns, or physical spaces, but should avoid creating new products. The focus should be on long-term engagement rather than just raising awareness​.