Coca-Cola's innovative global campaign "Every Coca-Cola is Welcome," also known as "Thanks for Coke-Creating," celebrates local interpretations of its iconic logo by bodegas, shopkeepers and artists, creating a tapestry of cultural diversity and creativity. The campaign was developed by WPP Open X, led by VML and supported by Essence Mediacom and Ogilvy PR.
Thanks for Coke-Creating
Embracing local culture and creativity through iconic branding
Cliente
- Coca-Cola
Instead of correcting local interpretations of Coca-Cola's logo, we encouraged them.
Islam ElDessouky
Global Vice President Creative Strategy & Content at Coca-Cola
We noticed people all over the globe were painting their own interpretation of the iconic Coca-Cola logo in their outdoor venues, shops and local bodegas out of sheer love of the brand. Instead of correcting them, we decided to embrace them.
For years, local artists' versions of the Coca-Cola logo have been found across countries, showcasing how people and our partners interact with our brand. Designed by the individuals running the stores, the Coca-Cola logo has been re-imagined as signs, paintings and murals, reflecting the brand's deep connection with local culture over the years.
Coca-Cola's collaboration with partners, bottlers, shopkeepers and collaborators exemplifies its commitment to inclusivity. By showcasing the creativity of bodegas, shopkeepers and local artists, Coca-Cola inspires a global celebration of diversity and individuality. Together, we can create a world where everyone feels valued and included in the Coca-Cola family.
Launched globally, the campaign featured diverse interpretations of the Coca-Cola logo across Brazil, Mexico, Indonesia, Australia and the United States. Prominent OOH and print placements, including New York Times Square, amplified these creative expressions. This initiative goes beyond a mere communications campaign and includes physical brand touchpoints and a robust content series featuring films and interviews with local store owners, providing a platform to share their stories and artistic inspirations.
Rafael Pitanguy
Deputy Global Chief Creative Officer, VML
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Prêmios
London International Awards
2024
2 Gold, Silver, 6 Bronze
2024 Cannes Lions
Creative B2B — Cross-Channel Storytelling
Gold Lion
2024 Cannes Lions
Industry Craft — Art Direction: Brand & Communications Design
Gold Lion
2024 Cannes Lions
Print & Publishing — Social Behavior & Cultural Insight
Gold Lion
2024 Cannes Lions
Creative B2B — Craft in B2B
Silver Lion
2024 Cannes Lions
Direct — Co-Creation & User-Generated Content
Silver Lion
2024 Cannes Lions
Outdoor — Design for Promotional Items
Silver Lion
2024 Cannes Lions
Outdoor — Social Behavior & Cultural Insight
Silver Lion
2024 Cannes Lions
Direct — Small-Scale Media
Bronze Lion