Coca-Cola Zero has zero calories and real Coca-Cola taste. But not everyone believes it. Unless they try.

So we hid two famous Italian radio presenters at the trunk of a taxi and they broadcasted live, reading incredible news that actually came true the second after they read them, so passengers inside the taxi actually started to believe what they said.

And when they advertised Coke Zero, instead of just letting passengers believe it, they directly appeared from the behind their seats, offering a Coke Zero to try and prove it.

We hid two famous Italian radio presenters at the trunk of a taxi and they broadcasted live, reading incredible news that actually came true the second after they read them, so passengers inside the taxi actually started to believe what they said.

And when they advertised Coke Zero, instead of just letting passengers believe it, they directly appeared from the behind their seats, offering a Coke Zero to try and prove it.

Hundreds of passengers became new believers instantly.

The activation got 48 MILLION MEDIA IMPRESSIONS.

The YouTube video created to tell the activation got 8 MILLION VIEWS ON YOUTUBE.

And preference for Coke Zero INCREASED A 14%.

We hid two famous Italian radio presenters at the trunk of a taxi and they broadcasted live, reading incredible news that actually came true the second after they read them, so passengers inside the taxi actually started to believe what they said.

And when they advertised Coke Zero, instead of just letting passengers believe it, they directly appeared from the behind their seats, offering a Coke Zero to try and prove it.

We made people go from disbelief to belief in just one taxi ride, by creating a stunt that surprises disbelievers, making amazing facts come true and increasing their credibility to the point to try Coke Zero.

People just don't believe in ads any more. And even less when we tell them that Coca-Cola Zero has zero calories and Coca-Cola taste. So we needed to invent a way of making them taste the ad to prove that it is a fact.

We created a stunt to surprise disbelievers, making incredible facts come true to increase their credibility until we made them try Coke Zero.