Branded content is totally new in France. The audience discovers how a brand can propose a content without imposing it. People embrace the new online advertising rules.

By transforming Coke's 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, 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.