COKE // SHARE A COKE

REMOVING HANDCUFFS CAN MAKE BREAKTHROUGH IDEAS POSSIBLE

Most people don’t know the Share a Coke campaign originated in Australia where the brand was struggling to connect with a younger audience. As the ECD of Ogilvy Sydney, we received the brief as a four-alarm fire-drill. Amid a rolodex of competition, and after years of being told never to mess with the trademark, we won by doing just that. A hailmary pass that asked Coke to replace their name on the product with those of their customers.

In the three months post launch, Coke went to sell more than 250 million customized bottles and cans of Coke to a nation of barely 20 million people. A short time later it rolled out globally and has since run in over 70 countries with more than 1,500 names world-wide.

Award show entry video. List of awards below.

Award show entry campaign board.

AWARDS
Cannes Lions - Gold in Creative Effectiveness
Cannes Lions - Gold in Outdoor
Cannes Lions - Silver in Media
Cannes Lions - Bronze in PR
Cannes Lions - Bronze in Direct
Cannes Lions - Bronze in Media x 2
Cannes Lions - Bronze in Design
Cannes Lions - Bronze in Outdoor
Cannes Lions - Bronze in Digital
Cannes Lions - Shortlist x 12
D&AD - Wood Pencil in Integrated & Earned Media
D&AD - Wood Pencil in Digital Advertising
One Show - Silver - Branded Entertainment
Clio - Silver - Interactive
Clio - Silver - Innovative Media
Effies - Gold
Australian Campaign of the Decade
Business Insider’s Best Ad of the Decade
AdAge’s Best of the Decade Campaign
+ More

WORK