Coca-Cola wanted a standout campaign to celebrate the brand’s deep connection to communities and culture, while reinforcing Coca-Cola’s role in the bars-and-restaurants world — both as a product that naturally pairs with everyday international meals and as an allied brand of this industry, no matter the size of the food business in question.

That’s why our idea combines a human truth with a product truth to create an unexpected insight. On the one hand, we found the universal practice of food venues calling themselves “the best” at a certain type of dish: the multiple “Best Burgers,” “Kings of Falafels,” “N1 Pizzas,” etc. On the other hand, there’s the preexisting, long-standing relationship between Coca-Cola and the restaurant world. A relationship that, over the years, has been expressed more and more through the omnipresent Coca-Cola signs on facades.

The campaign was launched in mass channels with high reach, such as billboards and newspaper. The estimated number of newspaper impressions include 416,625 for all the insertions and 4,552,864 monthly impressions for digital OOH.