Coca-Cola Art *Direction and Advertising

Coca-Cola

Print Ads for the Open Happiness Campaign in Egypt.

When Coca-cola phased out their “Real” campaign, they were preparing to launch “Open Happiness” their groundbreaking platform. For the first phase, they created a graphical template for their posters and print ads featuring the bottle at the centre and graphics coming out in a splash. They launched their new campaign template worldwide, and every country created their own executions. Executions could be locally relevant, related to events like sports or music and to the consumption of Coke with food.

Our approach

We created a visually rich execution that was inspired by Henna drawings. They symbolize celebration in many parts of the Arab world. We also produced another execution linking the beverage to food consumption. We then launched the campaign in the market as posters. Using them for point of sale, in supermarkets, on shelves and on outdoors around Egypt.