Winning at The Drum Awards for Advertising in the Hand-Painted Mural or Display category was Coke and VML for the 'Thanks for Coke-Creating' campaign. Here is the award-winning case study.
Example of winning work
Winning at The Drum Awards for Advertising in the Hand-Painted Mural or Display category was Coke and VML for the 'Thanks for Coke-Creating' campaign. Here is the award-winning case study.
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 partners interact with the 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.
Islam ElDessouky, global vice president, creative strategy and content at Coca-Cola, said: “These visuals are so meaningful and impactful. Signs for local businesses capturing colors of cultures and personalities of communities. We're proud to celebrate and embrace their work.”
Rafael Pitanguy, deputy global chief creative officer at VML, added: “What is so special about this campaign is that the Coca-Cola brand is being reinterpreted in every corner of the world through countless creative expressions. And these reinterpretations are only possible because the Coca-Cola logo is so ingrained in culture across the globe.”
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