Cannes Lions

COKE RAINBOW

OGILVY & MATHER, Sydney / COCA-COLA / 2014

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Overview

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Credits

Overview

Description

After the negative media coverage at the Sochi Winter Olympics with the anti-gay online controversy, we wanted to set the world straight when it came to Coke’s belief in ‘Open Happiness’. And we wanted to do it in an iconically Coke way.

Execution

We chose to do a campaign especially for one of the biggest gay pride events in the world – the Sydney Gay and Lesbian Mardi Gras. And we did it by taking one of the most iconic billboards sites in Australia and creating the biggest rainbow flag in the Southern Hemisphere.

By showcasing one of the most iconic global brands with one of the most iconic symbols of gay pride, the billboard became an instant statement by Coke.

Outcome

People loved it. Not only was it a great photo opportunity for Sydneysiders and the thousands of tourists who came for the Mardi Gras celebrations, but the billboard also attracted worldwide press and a huge online media buzz.

In fact, it gathered so much positive attention both in Australia and abroad, this never before seen outdoor was kept up in lights for an extended period of time. Not just a billboard, it became a symbol of equality for all and Coke’s commitment to Open Happiness.

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