Coca-Cola · Argentina · 2026OOH · Social
You Must Love Coke.
Coca-Cola used images without red pixels to make its signature colour appear in rival football territory.
- Brand
- Coca-Cola
- Agency
- WPP Open X · VML · Grey · WPP Open X
- Market
- Argentina
- Region
- Global
- Year
- 2026
Campaign images
The challenge
Red represented a rival team's colours in some football environments, complicating how Coca-Cola could appear without clashing with supporter traditions.
The idea
Optical-illusion creative let viewers perceive Coca-Cola red in designs that contained none. Outdoor and social executions placed the effect within the matchday experience, using recognition of the brand as part of the idea.
Case study source: VML Source ↗
Awards
- Obie Awards 2026International OOHGold
Credits
- Brand
- Coca-Cola
- Client
- The Coca-Cola Company
- Creative agency
- VML
- Creative agency
- Grey
- PR
- Ogilvy
- Media
- WPP Media
- Media agency
- EssenceMediacom
- Production company
- Vândalo
- Production company
- The Circle Films
- Production company
- Bumblebeat
