Our objective was to drive participation of youth on the Coke Zero platform and to further embed the brand within youth culture to enhance its credentials as a cool, innovative and inspiring brand for youth today.

The key challenge was in finding an elegant yet useful way for the artistic community to engage with Coke Zero. We wanted the brand experience to continue even when the product experience ended.

By transforming our most iconic property - the Coke Zero can itself - into a spray can for street artists we completely crafted the message and the medium into a form that was completely dedicated to and inspiring for our target audience. It allowed the brand to put its product into the hands of a cool and artistic community in an entirely authentic and empowering way. And furthermore, the brand experience continued even when the product experience ended as the can transformed into a creative tool allowing a continuous interaction and engagement with the brand.

In less than a month, the TV commercial has recorded 500,000 views on Youtube with no online media driving to it. The limited edition spray can got very positive response from the Mexican Coke Zero consumers who were lucky enough to get their hands on it. So far, more than a hundred artworks have been uploaded on thecityofpossibilities.com platform and this is just the beginning!