Finding contact points which have never been used before is an incredibly challenging task and we didn’t waste a unique media concept on ordinary creative. Our technicolour murals were dazzling centrepieces for whole communities, giving fresh meaning to the global “Coke Side of Life” branding. We transformed 10 shabby buildings in seven neighbourhoods and when the campaign had finished we repainted them in colours of the owners’ choosing. This was graffiti with a social conscience.

Simply put, “Side of life” strategy was steward to a wonderful legacy. Coke’s link with consumers strengthened: target identification rose by 6%, “Happy Moment” association doubled and all teen indicators surged. We secured 1.7m contacts and the impact of the “media first” drove advertising TOM up by 50%.