A giant rainbow that appeared above our building, people stopped to enjoy the spectacle. It allowed people to mark the occasion of our 20 years of democracy and enjoy a little moment of happiness.

News of our rainbow was picked up beyond SA’s borders -had people talking on twitter, got #RainbowNation trending & was featured on hundreds of sites, radio stations, newspapers & TV-Stations around the globe.

Freedom day was 5 days ago and the billboard is still running, it is hard to gauge final ROI, but is already over 150% just counting PR.

Coca-Cola has what they call “Iconic Oudoor” sites around South Africa – huge, impactful and well positioned outdoor spaces that they aim to brand with “iconic Coke design”.

We wanted to brand a site - to entrench our Coca-Cola brand values, congratulate the nation with our message “HAPPY 2O YEARS TO OUR RAINBOW NATION” as well as drive the consumer perception of “only Coke can do” media disruptions.

We chose one of the biggest skyscrapers in the CBD and dressed it with our rainbow coloured artwork.

But we didn’t just show the symbol of the nation, we created it – real rainbows that appeared above our building for the city to see -made by capturing the sun at a specific angle through a mist of non-drinkable recycled water.

In the lead up to Freedom Day in South Africa – Coke wanted to create a spirit of celebration in the city. Something that would entrench Coke's brand proposition “open happiness” marking 20 years of Democracy.

When Archbishop Desmond Tutu coined the phrase “Rainbow Nation” it was to describe the cohesive nature of our diverse people– The Coke brand is known as a social connector and this was opportunity to bring people or all cultures, races and ages together as a reminder of how much we have achieved.

We didn’t just show the symbol we created it – real rainbows that appeared above our building. Coca-Cola aimed to stop and delight people by enhancing their traditional outdoor media placement in a way that became a spectacle and for this happiness to spread in media and on social platforms.