Ogilvy was asked to refresh Coca-Cola’s brand identity. So we pitched Coca-Cola for a solid year, which culminated in winning that pitch and shooting photography that became print, outdoor, in-store and digital advertising. Each shot combines familiar Coca-Cola icons, like the contour glass bottle and red disk, with elements of both intimacy and mystery. Coca-Cola is central to each moment; without it, there is no story. Images are cropped in a way that closes in on the Coca-Cola bottle, while still telling a personal story. The images show a diverse cross-section of people from around the world enjoying “their” Coca-Cola in simple, everyday moments. With it, Ogilvy created a new distinct look and feel for Coke's brand identity. We also created a launch spot for the "Taste the Feeling" global campaign, and as an online activation we created the “GIF The Feeling” microsite, where users could create three-second GIFs and insert them into their social media.
Photographers: Guy Aroch, Nacho Ricci and Anna Palma
