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.

With the help of creative technologists, product designers and engineers, we created a click on cap that was digitally connected to www.thecityofpossibilities.com platform where street artists could express themselves on the largest blank canvas in the world. By transforming our most iconic property - the Coke Zero can - 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 the artistic community in an entirely authentic and empowering way.

In less than a month, over a hundred pieces of art have been uploaded on thecityofpossibilities.com online platform - and this is just the beginning given the campaign is only in its infancy in Mexico. There are also signs of positive uplift to other media channels used in the campaign as the related filmic content piece has recorded over 500,000 views on Youtube without any online media driving to it.