Enjoy Coca-Cola Summer Campaign
A global campaign celebrating moments of connection.
Coca-Cola
2018
Campaign Design, Art Direction
Associate UX Strategy & Design Director
Campaign Strategy, Art Direction, Photography Direction, Brand Guidelines
4 months
Countries reached
Lift in brand favorability
User-generated content pieces
Who We Designed For
Global consumers aged 18-35 seeking authentic brand connections
Social Connectors
Young adults who share experiences and moments on social media
Cultural Tastemakers
Influencers and trendsetters in local markets who amplify brand messaging
Brand Loyalists
Existing Coca-Cola fans seeking fresh reasons to engage with the brand
The Challenge
Develop a campaign that resonates across diverse cultures while maintaining Coca-Cola's iconic brand presence. The campaign needed to feel authentic in markets as different as Tokyo, São Paulo, and Lagos while telling a cohesive global story.
The Approach
We centered the campaign on universal human moments—the pause, the share, the spontaneous celebration. Working with local photographers in each market, we captured genuine moments of connection that transcend cultural boundaries. The visual system used Coca-Cola's iconic red as a subtle thread, appearing naturally in each scene rather than dominating it.
The Outcome
The campaign launched in 50+ countries with consistently high engagement and brand recall metrics. It achieved a 23% lift in brand favorability among the target demographic and generated over 2 million user-generated content pieces as people shared their own moments of connection.