The iconic Coca Cola glass. Everyone recognises it. Chances are, you still have one somewhere in the back of the cupboard.
Coke & McDonald's wanted to celebrate it by bringing out a collectible set of all five glasses they'd released over the past century.
It made sense to build a regional campaign around the iconic shape. Literally. We called it, 'The Timeless Shape of Happiness.'
We commissioned artists from within our five key markets. They each created one interpretation of happiness, for one of the years in which a different glass had been released.
The result: ads that were every bit as memorable and collectible as the glasses themselves.
Hong Kong, 1899
Indonesia, 1955
Japan, 1961
Taiwan, 1994
Philippines, 2015
Every media channel was turned into a showcase of artwork.
MacDonald’s restaurants became galleries.
Using tips and inspiration from our five artists, we encouraged people across Asia to create their own Timeless Shape of Happiness. Which they did, in their thousands.
This gave us all the user-generated content we needed, to evolve the campaign into an interactive celebration of glasses and happiness.
