Breaking stereotypes by turning off the lights.
Coca-Cola
What if a region known for prejudice and divide could get the world to see each other in a new light? We got people from different walks of life to come together and do one simple thing: have a conversation.To their surprise, it happened in complete darkness.
The story that unfolded not only touched these strangers' lives, it stirred a global response and challenged mindsets in over 200 countries. Fully embracing the cause, Coca-Cola even removed its own label.
*Award winner at Cannes Lions*
Breaking the rules for love.
Throughout Australia’s history, marriage was legally defined as a union between a man and a woman.
Following years of growing pressure and tension from within Australia and around the world, The Australian Government was forced to act.
In 2017, The Government announced a national vote designed to gauge support for legalising same-sex marriage.
Immediately, Australia was divided.
As long-term champions of equality, diversity and inclusivity – Coca-Cola – wanted to make a very open and public declaration of their own beliefs.
“No matter who you are or who you love, all couples should be treated equally.”
It was time to break the rules for love.
So, we decided to break our own rules by changing the Coca-Cola script logo for the first time in over 130 years – to inspire Australians to vote yes to break the rules around the legal institution of marriage.
Our campaign results? They don’t matter. The only result that mattered was Australia voted, YES!
