We decided to extend the "Raise your hand" theme and take it literally by asking consumers to raise their hands to grasp a new channel for communication-handrails on Madrid buses! Themed messages were placed on the hand-rails, inviting travellers to admit to having carried out a series of humorous actions by raising their hands. In this way, consumers literally took part in the campaign by reaching for the handrail and becoming stars of the action in a fresh and friendly way.

Huge growth of consumers naming Coca-Cola Light as their preferred brand or claiming to be a Coca-Cola Light drinker. This creation of a completely innovative advertising space also achieved high PR coverage in the Press and Internet, helping the brand to cut through even more!