COCA-COLA

Target audience

Ready-to-buy, brand loyal consumer

Key objectives

Brand recognition

Challenge

Generate brand recognition in a guerilla advertising form utilizing traditional OOH medium

Design Challenge

Create a guerilla design experience without "cheapening" the brand.

Design Solution

Spangles, sequins, eye-catchers, flickers were chosen to create a full-bleed board. Utilizing name recognition only allowed for the spangles to provide an upper scale level to the brand, where as other methods may have had a diminishing effect on the branding. Circle shaped sequins were chosen to "fill in" the smooth, fluid curves of Coca-Cola branding. 

Creative Roles

Creative Direction, Creative Production, Brand Manager

Target audience

Families who value a filling, high-quality lunch or dinner option that is quick and satisfying. They are price-sensitive but won't compromise on taste.

Key objectives

Launch a new "Perfect Combo" meal that drives traffic, increases average check size, and reinforces the brand's core values: hearty food and community giving.

Core ideas

A meal where every item enhances the main dish, not just fills the tray.

Creative Roles

Creative Direction, Creative Production, Brand Manager

Target audience

Teens and young adults (Gen Y/Z) who felt the brand wasn't speaking to them

Media

Integrated experiences via DOOH and dynamic content

Key objectives 

Increase brand relevance and emotional connection with younger consumers. Drive social media engagement (Facebook traffic, Twitter mentions, user-generated content). Boost sales and consumption among the target demographic.

Core ideas 

Personalize, spark connection, debrand

Design Challenge

Marrying "good design" with tech challenges of dynamic content. Ensuring brand integrity while utilizing a dynamic content template. 

Design Solution

The solution to overcome the tech challenges of utilizing generic dynamic content was to standardize the "Share a Coke" line along with the swirl of the Coca-Cola brand. This format allowed the space to enter a dynamic name between the space as a template. 

Creative Roles

Creative Direction, Creative Production, Brand Manager

Target audience

Value-conscious consumers, budget seekers, families, and general fast-food diners (particularly low-income consumers). The promotion also targets afternoon hours customers.

Media

OOH

Key objectives

Drive customer traffic into McDonald's restaurants and increase overall sales volume. The goal is for customers to purchase higher-margin food items once in the door for the low-cost drink.

Core ideas 

Focus on product over brand

Design Challenge

Promotion design on two very different mediums (one flat, the other 3 dimensional. Co-brands can pose challenges on all mediums.

Design Solution

Adhere to design and brand standards of both brands for production. Developed a layout that did not need to be modified for each production size. Both designs were able to fit an array of different mediums and sizes.

Creative Roles

Creative Direction, Creative Production, Brand Manager

Target audience

Gen Z and younger millennials feeling the pressure of modern life.

Media

OOH

Key objectives

Nostalgia for the original 2000s "Wanta Fanta" jingle, reimagined for today. 

Core ideas

Message is to ndulge in personal desires and fun, balancing life's "needs" with joyful "wants"

Design Challenge

Co-brand with Safeway while leveraging the proven, beloved Fanta brand elements and legacy. 

Design Solution

Play off of the nostalgia and brand's history of colorful packa

Creative Roles

Creative Direction, Creative Production, Brand Manager