The Drinkable Campaign
COKE ZERO | 2016
Integrated Campaign & Digital Experience
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AGENCY: OGILVY NYC
CLIENT: COCA-COLA
Basketball fans at the NCAA Men's Final Four Tournament in Indianapolis got more than they bargained for with Coke Zero's 'Drinkable Campaign'. Working with Ogilvy NYC, I concepted, designed, and produced the campaign's executions: a drinkable billboard, drinkable DOOH, drinkable TV commercial, and mobile-enabled in-stadium interactions.
The centerpiece was a 26 x 36-foot drinkable billboard—the first of its kind. This 23,000-pound structure featured a massive contour bottle and swirling straw spelling out "Taste It," magically pouring ice-cold soda into fans' cups at the sampling station below.
I designed the billboard's look and feel, created the custom Coke Zero dispenser, and oversaw the entire production—collaborating with Coke's engineers and fabricators to merge hydraulics with design into something genuinely delicious.
We also created an interactive TV commercial that aired during the semifinal and championship games—partnering with Shazam, we used audio recognition technology to pour a Coke Zero directly into viewers' phones across the country.
Inside Lucas Oil Stadium and Circle Centre mall, we deployed similar activations using subsonic tracks to connect mobile devices with interactive displays, prompting people to Shazam and receive coupon codes redeemable at Coke's vending machines.
