Coca Cola - Tv Spot + OOH
The Prop They All Keep
This decade was characterized by spectacle, including blockbuster movies, music television, celebrity culture, and the rise of global entertainment. Instead of merely revisiting Coca-Cola through packaging or graphic assets, the project reimagines how the brand could have engaged with this cultural landscape—not as a prop, but as a consistent presence behind the scenes.
Concept
The central campaign idea, titled "The Prop They All Keep," draws inspiration from the visual language of 1980s filmmaking and the associated backstage culture. Throughout a series of imagined film sets reflecting the decade’s most recognizable genres, Coca-Cola is depicted as the one element that remains unaffected by fiction.
The sets evolve, costumes change, and scenes are reset, yet the Coca-Cola bottle stays close, passed between takes, kept just out of sight, but always present.
The campaign positions Coca-Cola as part of the ritual behind performance: familiar, uncredited, and ever-present.
The visual system spans both film and out-of-home advertising. A short campaign film navigates through a sequence of carefully constructed 1980s sets, gradually revealing Coca-Cola through backstage details, repeated gestures, and pauses between scenes. The accompanying poster series distills these moments into still images, paired with concise lines of copy.
Together, these elements frame Coca-Cola not as an interruption to the cinematic world but as something deeply embedded within it.
