We created a tailor-made click on spray-top cap that was digitally connected to a full online experience 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 dedicated to and inspiring for our target audience.

Linked to the user's webcam, the Coke Zero can became the ultimate creative tool for youth to express their talent via an LED incorporated within the click on cap. When the user triggers the click, the webcam detects the LED and transforms it to a virtual spray can capable of 'painting' onto a blank city canvas found within the online experience. This technology allowed the brand to put its product into the hands of the artistic community in an entirely new, authentic and empowering way.

The complexity of the technology is based on :

- Design : Requiring the conception of a mechanical system that integrates infrared signals triggered by finger pressure

- Intuitiveness : The need to devise a click on cap that was simple enough to allow people to exercise their creativity as easily as possible

- Commercialization : A design that would be easily commercialized in a limited edition format

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

In less than a month, over a hundred pieces of art have already been uploaded onto 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.