Marking a significant milestone in design and brand heritage, Coca-Cola has unveiled its latest global campaign, ‘Shadows’, to celebrate 110 years of its unmistakable glass bottle. Developed by WPP Open X and led by Ogilvy UK, the campaign brings to life the timeless recognition of Coca-Cola’s iconic contour through visually compelling out-of-home (OOH) and digital out-of-home (DOOH) executions.
A Shadow That Says It All
The core idea behind ‘Shadows’ is simple yet powerful: the Coca-Cola bottle is so iconic that it can be recognized from its silhouette alone. This minimalist but impactful concept is translated through imagery where the classic bottle’s shadow appears across everyday spring and summer scenes—a poolside reflection, a sunlit grass patch, or tiles bathed in golden light. These visual expressions encapsulate life’s shared moments—relaxation, celebration, and connection—all made better with an ice-cold Coca-Cola in hand.
What makes this campaign especially captivating is its seamless integration with the environment. The DOOH elements are engineered to respond to the sun’s position in real-time, meaning the bottle’s shadow shifts naturally with the movement of the sun throughout the day. This clever activation not only highlights Coca-Cola’s presence during everyday moments but reinforces its identity as a drink for all seasons and occasions.
Strategic Rollout Across Europe
Launching throughout April, the ‘Shadows’ campaign is being rolled out across the UK, Belgium, Denmark, and Germany, combining static OOH with dynamic DOOH to maximize reach and engagement. This cross-market execution reflects the brand’s commitment to regional relevance while maintaining a consistent global identity.
A Celebration of Design and Legacy
Islam ElDessouky, Global Vice President, Creative Strategy & Content at Coca-Cola, shared his perspective on the campaign:
“This milestone anniversary marks the significance of the classic Coca-Cola glass bottle. It’s a design icon that embodies the spirit of our brand. ‘Shadows’ captures the bottle set against vibrant backdrops, reminding us of the timeless refreshment and joy Coca-Cola brings to every season.”
Echoing this sentiment, Jules Chalkley, Chief Executive Creative Director at Ogilvy UK, stated:
“The Coca-Cola bottle is more than just a shape; it’s a symbol etched in our collective memory. ‘Shadows’ is a beautiful celebration of the brand’s iconicity and a powerful reminder of joy, refreshment, and timeless appeal.”
Creative Collaboration
The ‘Shadows’ campaign is a collaborative effort under WPP Open X, led by Ogilvy UK, with media support from EssenceMediaCom and creative development from VML Berlin. This partnership brings together creative, strategy, and media expertise to create a campaign that resonates across cultures while honoring Coca-Cola’s global heritage.
Conclusion
As Coca-Cola commemorates 110 years of its glass bottle, ‘Shadows’ stands as a fitting tribute to a design classic that has become a cultural symbol. With its creative brilliance and deep emotional resonance, the campaign reminds us of the brand’s enduring relevance and its role in life’s simple pleasures—then, now, and for generations to come.
