COCA-COLA
Art Direction | Design
When Coke achieved the milestone of replenishing all the water it uses globally – a goal it met five years ahead of schedule – my team was asked to tell the world during World Water Week.
THE CHALLENGE
The message had to focus on water replenishment, which is often scrutinized, and it needed to work globally within a single execution.
The challenge was communicating something complex and sensitive in a way that felt simple, human and universally understood.
The Director of Global Water Stewardship at Coca-Cola, Greg Koch, said:
“Water is the heart of our business, so all of our efforts to replenish the water we use are a labor of love.”
THE HUMAN INSIGHT
Replenishment is an act of care.
THE PROCESS
The insight alongside Koch’s “labor of love” sentiment inspired my teammate and I to explore simple, symbolic gestures by which humans convey love. Could one of them help us visually communicate Coke’s commitment to water replenishment?
A dozen roses, a kiss blown across the room, Cupid’s arrow…or a heart drawn on fogged glass.
THE CONCEPT
For every drop we use, we give one back.
Inspired by that universal gesture of drawing a heart on fogged glass, we brought it to life in Coca-Cola’s visual language with the iconic Contour Bottle shape — so it felt both human and distinctly on-brand.
In no more than a few words, one global advertisement honored Coke’s achievement.
