coke zero sugar: best coke ever
things always taste better when they aren’t yours —especially tasty beverages like coke zero. so, we created a global campaign that celebrated stealing irresistible coke zeros off the people in your life and protecting the ones that rightfully belong to you .
Security Can
Our hero activation, “Security Can”, was a spy camera placed inside a real can of Coke Zero Sugar. We sent it to influencers around the world to catch the people in their lives who kept taking the cans they were saving for later.
influencers:
security can influencer supercut:
ricky thompson announced our launch on TikTok…
…followed by a world of more online scandal…
The Takers
The campaign included five Saul Bass inspired, Spy vs Spy-esque online videos featuring characters who are always just a moment away from disappearing with your Coke Zero Sugar —The Takers. Who knows, they may be in your fridge right now, creeping around and looking for a loose can of Coke Zero Sugar.
race
sneak
locked up
cake
lasers
to embed our campaign into pop culture, we tried to do a collab with @dudewithsign, but you can’t always have everything you want. so instead, we created some memes ourselves…
and some WhatsApp stickers…
we even created out-of-home ads with coke zero literally being taken from them
in all, the campaign included:
A brand-new campaign design system and global campaign toolkit for Coke Zero Sugar and Coke Zero Zero
Full suites of digital, social, print and OOH materials featuring multiple products and packaging formats
A collection of fully functional Security Cans
48 influencer films with 5 remote productions taking place across 5 different markets in multiple languages
50+ animated films
Six unique memes with associated copy
A custom social AR filter
14 campaign WhatsApp stickers
Two unique mobile games driving product sampling
A High Snobiety merch collab
And countless visuals, decks, presentations and spreadsheets