Coca-Cola refreshes Sydney’s Kings Cross Coke sign via WPP Open X, Ogilvy Australia + Hogarth

Coca-Cola Australia has launched a new look for Sydney’s iconic Kings Cross Coke sign, which represents the simple joy of connection. The new campaign titled ‘On the Steps’ was created by WPP Open X, led by Ogilvy Australia and supported by Hogarth.

Building on Coca-Cola’s ‘Meet Me at the Coke Sign’ campaign, which invited people to share their stories of meeting at the sign, this new work celebrates the human connections that unfold there every day.

Shot by renowned street photographer Sam Ferris, the hero image shows a quiet moment between two people beneath the iconic Coke Sign. Ferris has documented the area and its community for over a decade, the image reflects the energy and character of the area, capturing moments designed to feel familiar and engaging.

Says Martyn Ferguson, Marketing Director, Coca-Cola South Pacific: “The sign has been a fixture in Kings Cross for over 50 years, witnessing countless memories along the way. From celebrating love during the marriage equality vote to turning green and gold in support of the Matildas at the FIFA Women’s World Cup, it has been part of some truly unforgettable moments.

“This beautiful, creative refresh is the latest addition to the memories made around the sign and Coca-Cola extends its gratitude to the people of Kings Cross and the city of Sydney for embracing it.” he said.

Says Anthony Campagna, Creative Director WPP Open X: “Coke’s always been about connection. It’s the small, human moments that bring people together and make everyday interactions feel meaningful. That’s what this image brings to life.”

WPP Open X led by Ogilvy Australia, supported by Hogarth
Photographer: Sam Ferris

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel