Coca-Cola today introduced 'Masterpiece', a global campaign celebrating the iconic Coca-Cola brand and uplifting refreshment. Representing those moments when people can really dial … read moreinto their passions and express themselves, the campaign demonstrates how Coca-Cola allows everyone to take any break to the fullest, no holds barred.
Agency: Blitzworks / Heads Up Production
Launching with a striking new film and digital content featuring universally recognised artworks by some of the world’s most famous masters, alongside several pieces by emerging artists from across the globe, the creative leverages Coca-Cola’s iconic status and leans into culture in a surprising new way. The campaign launches in Latin America in March, followed by other markets in 2023. Set in an art gallery and jumping off from the iconic 1962 ‘Large Coca-Cola’ by Andy Warhol we see the totemic, unmistakable Coca-Cola bottle passed from artwork to artwork as an entire universe magically comes together to deliver a moment of refreshment to someone who needs it most. In a remarkable expression of Coca-Cola’s ability to switch on the magic of any break moment, the bottle moves through the hands of such artistic works as JMW Turner’s ‘The Shipwreck’; Munch’s ‘The Scream’ (re-coloured lithograph); Van Gogh’s ‘Bedroom in Arles’; Hiroshige et al ‘Drum Bridge and “Setting Sun” Hill, Meguro’; finally landing with Vermeer’s ‘Girl with a Pearl Earring’ whose subject deftly opens the bottle and places it next to a student who is in need of some inspiration and refreshing upliftment.
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