Brief:

We were to create a point of interest coinciding with the first-ever Trump-Kim Summit - the perfect opportunity to create an impactful, fast-on-your-feet idea for the brand to spread peace, hope and understanding.

Objective:

The Coca-Cola brand is all about uplifting people to unite and bridge divides. Can this project contribute to the brand's message.

Budget:

Under USD10,000

IDEA:

Creating a symbolic metaphor of the US and North Korean leaders coming together by redesigning the brand's logo.

The iconic Coca-Cola logo is presented half in English ("Coca") and half in Korean ("Cola"), with a supporting message that reads “Here’s to Peace, Hope and Understanding” in both languages. In doing so, Coca-Cola celebrated the bridging of a divide that few would have thought possible.

With the world’s attention focused on the historic meeting between US President Donald Trump and North Korean leader Kim Jong-Un in Singapore, Coca-Cola seized the opportunity to spread a message of peace, hope and understanding.

A day before the summit, limited-edition Coca-Cola cans transformed one of the world’s most iconic logos into a symbol of peace and were shared with the public on the streets of Singapore.

The idea involved reconstructing the iconic Coca-Cola logotype to be presented half in English and half in Korean, with a supporting message that reads “Here’s to Peace, Hope and Understanding” in both languages. This was a symbolic metaphor of the US and North Korean leaders coming together.

The process involved intense levels of consultation with legal to satisfy the brand's trademark and IP requirements.

We had to balance the elements of both languages in order to preserve the instant recognition that the brand's logo ignites globally.

In so doing, Coca-Cola celebrated the bridging of a divide (the first-ever meeting of the two leaders) that few would have thought possible.

10%+ AVERAGE ENGAGEMENT RATE PER POST IN 48 HOURS vs CATEGORY AVERAGE OF 1.67%

98% POSITIVE SENTIMENTS ON SOCIAL MEDIA

A larger production run was produced immediately after for general sale in Singapore.

Generated demand from Coca-Cola memorabilia collectors.