What would you do with a tagline and a Coke bottle?
Ah, the joy of springtime, a time of renewal and creation. Fsst, click, glug-glug-glug. It's also time for the 'Coke Side of Life' - and artists from the T-dot were handpicked to illustrate it.
Coca-Cola has integrated eight Toronto artists’ work into its global ‘Coke Side of Life’ campaign. Each created a poster, anchored by the tag ‘spring into the Coke side of life,’ showing fountains of colour and imagery spurting from the bottle. Each execution is unique, spontaneous and celebrates the joy of spring.
The bevco will reveal the ads at Toronto’s Dundas subway station on April 2. The images will be integrated into the campaign, which is being executed in over 100 countries throughout the year. Because it’s a worldwide campaign, all creative is being compiled in a database for potential leveraging in different countries. Rights have been negotiated globally, and creative from elsewhere may be used in Canadian activations.
The Toronto office of the worldwide firm Ketchum Public Relations says the art will ‘surprise the city with unexpected executions’ throughout the summer – including placement on packaging, trucks and vending machines. Ketchum is working with Coke on this effort on a project basis. MacLaren McCann Canada handles advertising for Coca-Cola, while Cossette Communications Group does the media buying.
Click here to see all eight posters.