Coca-Cola
Share A Coke Christmas
Agency / Geometry Global (VML)
/ Campaign In-store Display Design
/ Coke Truck Design & Illustration
Challenge
Adapt global Coca-Cola Christmas assets for the Australian market by delivering a comprehensive suite of festive displays engineered to meet the strict compliance, budget, and spatial requirements of Woolworths, Coles, and independent grocers.
Delivery
/ Campaign Display Design
I designed a campaign full suite across multiple touch-points, ensuring the global brand campaign was translated into locally relevant, commercially viable in-store executions. I navigated the complex grocery environments to ensure absolute compliance without sacrificing creative impact.
/ Art Direction
To create a high-impact store takeover, I designed and digitally illustrated the iconic Coca-Cola Christmas truck. The design integrated with existing pallet systems, developing a repeat-pattern trailer wrap that allowed the length to flex based on each store's specific footprint.
To drive local engagement, I incorporated customisable store location number plates. For top-tier stores, we elevated the display further by applying flashing LED lighting into the bonnet of the truck.
Impact
This large scale display delivered with Geometry Global was an exceptional return on investment with incredible market cut-through for Coca-Cola.
The core illustration and modular truck design were so commercially successful that the brand has reused the same truck design and illustration for five consecutive years, requiring only minor annual updates to the campaign messaging and supporting theatre.
