Over the last year, the Middle East has been undergoing a huge cultural shift, with Saudi Arabia lifting a 35-year ban on cinemas, a 7-year ban on concerts, and allowing women to enter stadiums for the very first time.
At the same time, Coca-Cola Middle East was looking to increase brand awareness in the region, and position itself as a brand that supports the positive cultural changes.
Coca-Cola has always been an integral part of enjoying sports and entertainment around the world, so we decided to reinforce that by showing people the indescribable feeling of being part of the crowd at these huge cultural gatherings. It’s a feeling that some people may not have felt in a while, but one that is as familiar as the taste of Coca-Cola.
We explored the classic Coca-Cola mediums of the bell glass and the cinema cup to bring people and product together.
From afar, you see the image of a refreshing Coca-Cola. However, the headline draws you in to take a closer look, and you notice that there’s more to it than meets the eye. Using a combination of concert and product photography, we created a visual illusion of a crowd of people that resemble a fizzy, bubbly Coca-Cola.
Being one of the most recognizable brands in the world, we used only a sliver of the Coca-Cola logo, making these executions feel like poster art, yet keeping the unmistakable Coca-Cola branding at the centre of each execution. We used a combination of close-up product photography of different Coca-Cola products, along with backlit concert photography of large crowds. The lighting, camera angles, and scale of the product shots had to be carefully matched with the concert photos to achieve the desired illusion effect.