Coca-Cola

Platform concept: A youth‑oriented, energizing summer campaign encouraging Gen Z to “go gas” and embrace life’s moments with Coca‑Cola’s signature fizz. No celebrities, no gimmicks — just the sensory feeling of a cold Coke in the heat.

Launched on January 21, 2020, and ran through March 21, 2020, with six fresh digital releases every 10 days, unlocked via QR codes on specially marked bottles and cans.

Continuation under same platform: In the following summer (2021), Coca‑Cola Brazil extended the “Vai no Gás” idea with new digital activations and influencer content. 

The most watched commercial in the world in 2018/2019 according to Youtube Ads Leaderboard, the first time for a Brazilian spot.

Production company: Nomads, directed by Pedro Becker

Photograph by Guy Aroch

Coca-Cola was struggling to stay relevant among teenagers. To reignite that bond, we launched Coca-Cola FanFeat: a live competition featuring fans of Brazil’s top nine music stars. The three artists with the highest number of fan votes would team up to record a single, film a music video, and perform together in a live concert. 

And how could fans show their support? Through none other than the Coca-Cola can. Voting took place on a dedicated campaign microsite. The collaboration led to the creation of the song “Hasta La Vista.”

Recognition: 

• Cannes Lions Festival | Shortlist in Glass
•  Cannes Lions Festival | Shortlist in Social & Influencer
• Clio Music | Bronze in Brand and Artist Collaboration Integrated Campaign
• Effie Awards Latin America | Bronze in Marketing Jovem
• Effie Awards Brazil | Gold in Special Promotion
• Effie Awards Brazil | Gold in General Non-Alcoholic Beverages
• Effie Awards Brazil | Shortlist in Special Branded Content

Production company: O2, directed by Bruno Ilogt

Photograph by Bob Wolfenson

For Christmas 2017, JWT São Paulo launched the “Thank You With A Coke” campaign, celebrating the small but meaningful rituals that make the holiday season special. The work featured playful, gratitude‑filled messages—over 30 unique phrases—printed on Coke cans and PET packaging, such as “Obrigado por fazer arroz sem uva‑passas” (“Thanks for making rice without raisins”) and “Obrigado por se arrumar só pra ficar na sala” (“Thanks for dressing up just to stay in the living room”).

Aimed at reigniting Coca‑Cola’s Christmas warmth without relying on traditional icons (like the truck), the campaign blended packaging, storytelling, and consumer participation. It turned everyday gestures into emotional moments reinforcing Coca‑Cola’s role not just in holidays, but in the fabric of personal connection and appreciation.

Production company: Final Frontier

Coca‑Cola’s 2016 holiday campaign in Brazil focused on gratitude over tradition — inviting people to say “thank you” in meaningful ways.

The Thanks Box, a reverse vending machine, let users buy a commemorative Coke bottle, record a video message, and send both as a gift. Limited-edition packaging with messages like “Obrigado, amigo” reinforced the idea across shelves nationwide.

The campaign’s emotional centerpiece was the film “6224 Obrigados”, starring Isis Valverde as she delivered personalized Coke bottles to people who shaped her life. Launched across TV, cinema, and digital, the campaign merged storytelling and product design to position Coca‑Cola as a symbol of genuine connection.

Production company: O2, directed by Fred Luz