In 2019, Tátil was tasked with an important Coca-Cola global project: To develop the creative execution for Fooding 2020, consistent with Coca-Cola brand and Fooding strategy as well as the target’s context, in order to increase Coca-Cola’s connection to Fooding while creating a unique value proposition.
Instead of major global tensions, we aimed for more tangible contemporary issues such as polarization, loneliness, migration and diversity. In an iconic and systemic way, we explored symmetry using aerial views for aesthetic consistency. The meal is the center of all stories and the Coca-Cola Red Disk is the central element throughout all compositions, materialized by the precise photography of Martin Wonnacott.
My personal role in this project, besides helping with photo composition & manipulation briefs, was (1) defining the final variable grid structure for key visuals and (2) designing the Visual Identity System toolkit with all practical information, from strategy to compositions and OOH applications.
Creative Direction: Ricardo Bezerra
Strategy: Juliana Barreto
Designers: Camila Dias, Bruna Aragão, Daniel Escudeiro, João Zanin
Copywriters: Gustavo Feyer, Lourenço Araujo
Acct. Executive: Renata Costa
Photography: Martin Wonnacott
Awards
Brasil Design Award — Silver (Branding / Tone of voice) · 2020
Brasil Design Award — Bronze (Photography) · 2020
Brasil Design Award — Bronze (Photography) · 2020
