Coca Cola Times Square - Content Refresh
Every single billboard in Times Square can show big content, but only one of them can move.
In 2017, Coca Cola introduced the world’s first 3d robotic billboard, creating a multisensory experience for the 300,000 people who pass through the busy Manhattan intersection each day.
To cater to the board’s new capabilities, Coca Cola has challenged their in-house creative team and agency partners to reconsider the content to reestablish the board as the icon it has always been known as.
Credits: KO:OP, BUCK, more
The intent of the ambient programming, which will be the bulk of the content, will be to restore the sign to its iconic stature. To achieve this we will lean heavily into Coca-Cola brand iconography—the color palette, the ribbon, the bottle shape, the script, the bubbles, the liquid, etc.
Ambient Content: simple, clever, bold, iconic and in motion like no other.
City Lights (Ambient)
Neon Sign Content
The challenge of creating new content for the world’s first 3d billboard took an interesting turn when the board to lost it’s ability to move… In order to stay on strategy and make the Coca Cola board iconic again, we had to find a temporary and immediate fix.
Using Coca Cola icons and recognizable neon sign movements, the board gives the feeling of 3d, embraces the nostalgic connections to Coca Cola icons and maintains the flood of red that will help the board stand out from all the others.
From afar, you can always recognize the Coca Cola red, proving that this new approach helps coca cola stand out.
With just a quick scroll through instagram, you can easily spot the iconic sign in the background.
Misc. Concepts that didn’t quite make the cut
A selection of initial concepts that were presented internally, right after kick off. Unfortunately these never came to life, but I still like the visuals and the creative thinking behind them.
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