About the Role
Embracing local culture and creativity through iconic brandingClient Coca-Cola Instead of correcting local interpretations of Coca-Cola's logo, we encouraged them.Coca-Cola's innovative global campaign "Every Coca-Cola is Welcome," also known as "Thanks for Coke-Creating," celebrates local interpretations of its iconic logo by bodegas, shopkeepers and artists, creating a tapestry of cultural diversity and creativity. The campaign was developed by WPP Open X, led by VML and supported by Essence Mediacom and Ogilvy PR.These visuals are so meaningful and impactful. Signs for local businesses capturing colors of cultures and personalities of communities. We're proud to celebrate and embrace their work.Islam ElDessoukyGlobal Vice President Creative Strategy & Content at Coca-Cola Challenge We noticed people all over the globe were painting their own interpretation of the iconic Coca-Cola logo in their outdoor venues, shops and local bodegas out of sheer love of the brand. Instead of correcting them, we decided to embrace them. Inspiration For years, local artists' versions of the Coca-Cola logo have been found across countries, showcasing how people and our partners interact with our brand. Designed by the individuals running the stores, the Coca-Cola logo has been re-imagined as signs, paintings and murals, reflecting the brand's deep connection with local culture over the years. Idea Coca-Cola's collaboration with partners, bottlers, shopkeepers and collaborators exemplifies its commitment to inclusivity. By showcasing the creativity of bodegas, shopkeepers and local artists, Coca-Cola inspires a global celebration of diversity and individuality. Together, we can create a world where everyone feels valued and included in the Coca-Cola family. Execution Launched globally, the campaign featured diverse interpretations of the Coca-Cola logo across Brazil, Mexico, Indonesia, Australia and the United States. Prominent OOH and print placements, including New York Times Square, amplified these creative expressions. This initiative goes beyond a mere communications campaign and includes physical brand touchpoints and a robust content series featuring films and interviews with local store owners, providing a platform to share their stories and artistic inspirations.What is so special about this campaign is that the Coca-Cola brand is being reinterpreted in every corner of the world through countless creative expressions. And these reinterpretations are only possible because the Coca-Cola logo is so ingrained in culture across the globe.Rafael PitanguyDeputy Global Chief Creative Officer, VMLslide 5 of 9Please provide your contact information to continue.Awards2025 Cannes Lions2025 Cannes Lions Media Silver Lion 2025 Cannes Lions2025 Cannes Lions Brand Experience & Activation Bronze Lion D&AD AwardsD&AD Awards 2025 Yellow Pencil, 3 Graphite Pencils, 2 Wood Pencils The One ShowThe One Show 2025 2 Gold Pencils, 4 Silver Pencils, 5 Bronze Pencils, 10 Merits ANDYs AwardsANDYs Awards 2025 Idea The Clios AwardThe Clios Award 2025 3 Gold, 4 Silver, 4 Bronze El Ojo AwardsEl Ojo Awards 2024 2 Grand Prix, 6 Gold, Silver, 4 Bronze El Ojo AwardsEl Ojo Awards 2024 Winner in Best Local Idea: Mexico The Drum Awards FestivalThe Drum Awards Festival 2024 Gold London International AwardsLondon International Awards 2024 2 Gold, Silver, 6 Bronze 2024 Cannes Lions2024 Cannes Lions Creative B2B — Cross-Channel Storytelling Gold Lion 2024 Cannes Lions2024 Cannes Lions Industry Craft — Art Direction: Brand & Communications Design Gold Lion 2024 Cannes Lions2024 Cannes Lions Print & Publishing — Social Behavior & Cultural Insight Gold Lion 2024 Cannes Lions2024 Cannes Lions Creative B2B — Craft in B2B Silver Lion 2024 Cannes Lions2024 Cannes Lions Direct — Co-Creation & User-Generated Content Silver Lion 2024 Cannes Lions2024 Cannes Lions Outdoor — Design for Promotional Items Silver Lion 2024 Cannes Lions2024 Cannes Lions Outdoor — Social Behavior & Cultural Insight Silver Lion 2024 Cannes Lions2024 Cannes Lions Direct — Small-Scale Media Bronze Lion PressCoca-Cola Embraces Unauthorized Street-Art Versions of its Logo in Global CampaignAdAge Coca-Cola Embraces Reimagined Versions of Its Iconic Logo by Local BusinessesLittle Black Book Related Content Coca-Cola Has AwardsWe Agree On Uniting America, one refreshing sip at a time Read Case Study Coca-Cola Has AwardsI See Coke A built-in Alexa skill that rewards viewers every time a Coke pops on screen Read Case Study