Coca-Cola - Thanks for Coke-Creating

Role: concept, copywriting, creative direction, video editing (case study).

For far too long, and far too often, Coca-Cola’s branding has faced unauthorized interpretations on the walls of mom-and-pop shops around the world. It was time to take action.

︎First, we promoted the Coke-Creations in the surroundings of each shop, reaching not ours but their audiences.

︎Then, in key markets, we showed everyone, including brand fans and other small businesses, that it’s okay to Coke-Create.

︎ Print and out-of-home ads (throughout this page).

︎ Launch film.

︎ Limited-edition Cokes with new designs, available only at their original place of conception.

︎ Online video bites.

︎A 164-page photography book featuring selected shops and their owners. Launched with a gallery exhibition.

︎Merchandising co-created with some of the shops.