The Coca-Cola Company

Share a Coke

Refreshing the idea of sharing by making real, meaningful and relevant connections and bringing people together.

Our challenge was to help in recruiting and uplifting the next generation of Coca-Cola drinkers to drive brand love and grow the business by delivering an uplifting brand library of imagery showcasing youth-forward humanity that would live across OOH, shopper, digital and social for the Share A Coke campaign.

To create an extensive image library for the campaign, we developed scenarios and orchestrated an extensive photoshoot with photographers Anna Palma and Guy Aroch that expressed a range of moments highlighting pure enjoyment, sharing & togetherness.

As digital natives, people who embody the Gen Z mantle live in a world where sharing is easier than ever, but tangible connection is not. The concept of 'sharing' has taken on a new, arguably superficial, meaning — of one-way publishing with a click of a button.

In bringing back the Share A Coke program to a generation that never experienced it, we wanted Gen Z audiences to perceive Coke as a mood uplifter that can help bring people together, which would drive the desire to consider / try / purchase for themselves as well as their family and friends.