When we talk about the importance of "ShareValue" in our communication, we use it as a short hand for the need to create ideas and campaigns that consumers will play with, participate in and willingly pass along. Often this means moving beyond simple broadcast communication and finding a way to provide real utility to consumers, based on a real life insight of how they behave and interact with brands. This execution, from Coca-Cola Brazil, does just that by leveraging the brand's close association with music to create a magazine ad that (when rolled and assembled) turns a copy of the magazine into a set of iPod speakers. When discussing this at the 10am, we had myriad stories of fashioning cups, bottles and, yes, magazines into ways to amplify music on the beach, at the cottage or in our homes. With this brilliant execution, Coca-Cola has claimed this cultural behaviour as its own. Coca Cola Magazine Amplifier from Rodrigo Adam on Vimeo.