Coca-Cola celebrates Aussie holiday spots in new work via The Station Agency, Ogilvy and Geometry
Coca-Cola has today launched a new regional campaign via The Station Agency, Ogilvy and Geometry, to help Aussies celebrate summer in some of Australia’s most iconic and loved holiday spots such as Bunbury, Coffs Harbour, Port Macquarie and Bateman’s Bay.
With this summer tipped to be one of the busiest on record for popular holiday hotspots around Australia, Coca-Cola has crafted a hyper-local approach that celebrates what makes each destination unique.
The campaign features bespoke localised out-of-home in nine locations including Newcastle, Port Macquarie, Orange, Bunbury, Bateman’s Bay, Kalgoorlie, Toowoomba, Coffs Harbour and Byron Bay.
The large format out-of-home features imagery that celebrates local themes unique to each area such as surfing in Port Macquarie, Bateman’s Bay and Newcastle, fishing in Coffs Harbour, snorkeling in Bunbury and the iconic lighthouse at Byron Bay.
Says Pamela Wyatt, brand director, Coca-Cola: “After the year we’ve had, a lot of Aussies can’t wait to take a break and are planning on taking their holidays right here at home. This campaign celebrates what makes some of our local holiday hotspots so unique and special.
“We hope this campaign will inspire Australians to refresh with an icy-cold Coke while they are enjoying a well-deserved break this summer.”
A suite of point-of-sale (POS) imagery has also been crafted to celebrate local themes that are relevant for the different holiday destination. The POS assets with our call to action ‘Refresh here’ feature snorkeling and surfing in coastal towns, windmills and kangaroos in regional areas, and historic buildings in heritage towns.
The campaign is live on buses and large format billboards and in POS across regional markets over the peak summer holiday period until February, 2021.
Creative: The Station Agency, Ogilvy, Geometry
Media: UM
OOH: Go Transit, Claude Outdoor and oOh!media
17 Comments
But the design craft is pretty bad – crude and generic. A pity to waste the opportunity to localise such a globally iconic design element.
…for some clip art. What was the budget for this? 600 bucks? If more, than where did the money go?
Executive management fees for guys that never attended a single meeting or answered a single email regarding your campaign – 45%
Highly paid agency hotties that make you feel special – 30%
Snacks and coffees for WIP meetings – 20%
Actual Creative Output – 15%
3 agencies for this? Who drew what?
I’m a fan of this.
If you’re not… I don’t think you know what you’re doing.
Oh I know what I’m doing. It’s a good idea executed in a shamefully poor way. Brands like Coke are built with great design just as much (or more) than ads. And this design is not worthy of Coke.
Ah, yes… the craft is lacking. Agree with that.
But punters doing 110kph will still get it (not that that excuses the lack of polish on such an iconic brand).
Are you sure this wasn’t a Uni Student submission?
hahaha. Need a new cd on this account.
OMG that horse and carriage. Oh shit all of them. No craft, no effort, no love.
It doesn’t even make sense. Port Macquarie is…what? ‘Refreshingly Port Macquarie?’ That’s weaksauce.
Nothing refreshing about this.
Craft is a bit lacking, but it’s otherwise right. What doesn’t make sense is why they didn’t they make it Enjoy Port Macquarie etc…? Did 3x agencies really miss that?
Tell ya what I love more than anything is knowing that a brand truly gets me by wanging on about the first google result on “things to do in newcastle”. What an insight.
The Newcastle execution lacks insight, the guy on the surfboard should be getting glassed.
but it doesnt show an image of a 16 year old apprentice doing a line with his MDM8s off a toilet seat at Caltex. im confused.
Hear Hear. Where’s the image of the biffos at Finnegan’s Irish Tavern?
Light doesn’t bend or was there an update to the laws of physics I missed?