Coca-Cola: Harmony of the Bottle Caps

Coca-Cola wanted an eye candy during the holiday season.

It would be displayed at one of the world's most iconic and instantly recognizable places of all time: 'Times Square' in New York City.

bottle cap Bottle Caps Coca Cola Coca-Cola coke New York new york city OOH out of home times square

THE IDEA

The Coca-Cola Company's Atlanta HQ has a beautiful Flip-Disk Wall (shown below). The display is made from recycled PET, and its 55,860 magnetically controlled, synchronized red-and-white disks alternate, creating large two-color artistic images, messages, and animations about brand Coca-Cola. The wall is the largest installation of its type in the world. I always wanted to convert the physical display into a digital one so that people outside the office could also get a taste of this thing. But I thought instead of having just a regular disc flip, we'd rather have the bottle caps of Coca-Cola flip since because they have a red and a white side too. So that gave it more meaning.

THE PROCESS

Since this was going to be displayed during the holiday season, a good starting point would be to integrate themes like Christmas and New Year in it. And we know that the holiday season is all about 'coming together', especially after a year like 2020 I had an idea around that too. Here are some of the ones that did not make it to the production stage but are still worth mentioning. These were all created in Illustrator/Photoshop for the purpose of approval.

APPROVED

Another interesting starting point was the location of the board: New York City. So I thought about making it about the city because for a long time we wanted to make something fun that was NYC-centric. Eventually, we settled on this version which shows the bottle caps flipping to reveal a bottle of coke transitioning to a heart which finally transitions to the letters N, Y, and C.

Since the board also has side display panels, we made an alternate version which fit the narrow dimensions.