COCA-COLA Together tastes better.

Owning the moment in a crisis instead of falling behind.

When the COVID pandemic hit, like many major brands, Coca-Cola was caught off guard and put a halt to all communications and media investment worldwide. Thanks to a trusted relationship, we were invited—first by Coca-Cola US, then by the Global team—to roll up our sleeves from our living room in Brooklyn and help navigate the moment. Together, we began building the airplane as we were trying to fly it, trying to shape an honest message that reflected what we were all going through as a planet. A moment defined by uncertainty, yes—but also by a renewed focus on what truly matters.

Lost together, we discovered ourselves again.

Like any of us — and like the real families featured in our campaign — a brand can feel lost sometimes, afraid of coming across as tone-deaf. But somehow, the zeitgeist of the moment was also an opportunity for Coke to return to its true essence — to what really matters. That meant embracing its role as a connector and enhancer of our meals and moments of togetherness, setting aside the layers of complexity and spectacle that advertising can sometimes pile on.

Today tastes like…

Through a more sensorial and evocative lens, we made those moments of connection — across cultures and occasions — matter more than ever, allowing Coca-Cola to become the brand that turns the familiar into the extraordinary, elevating any meal into a ritual to be cherished. As social distancing restrictions eased and people returned to restaurants and cafés, the brand also wanted to be part of those moments of reunion and face-to-face connection we had to put on hold.