Coca-Cola is championing small businesses in Mexico by replacing store awnings that have worn down over the years.
As part of the initiative, Coca-Cola will use the retired awnings from changarros, taquerías and tiendas de abarrotes as the centrepiece of the campaign, while showcasing the people behind these stores.
‘Shades of Red’ will come to life through a hero film, out-of-home activations and social media content.
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“We’re honored to celebrate the small businesses that have been at the heart of Coca-Cola’s story for generations,” said Islam ElDessouky, global vice-president of creative strategy and content at Coca-Cola. “These awnings across Mexico symbolize shared moments, tradition and community. This campaign is our tribute to those who make Coca-Cola a part of their local culture”.
The campaign was created by WPP Open X, led by David Madrid, and supported by Ogilvy PR in collaboration with Stink and Pickle Music.
“Coca-Cola’s biggest OOH campaign this year isn’t made of billboards, it’s made of the awnings that have witnessed everyday life unfold across Mexico,” said Pancho Cassis, global chief creative officer at David. “As we retire the old ones and bring in the new, we’re celebrating everything they stood for: connection, community and the everyday moments that give life to Mexican culture.”
David Madrid
More than an ad agency, a creative company. Born in the legacy of David Ogilvy, based in sunny Madrid and ready to create pop culture ideas around the world.
Coca-Cola