The bottle, the red, the script- it all screams Coke. When the team was approached to create all the Times Square content, that’s the approach we took. Let’s show people all of the things that are inherently Coke, and make it mesmerizing enough for you to stop and stare. The sign stopped becoming another place to show commercials and ads, and started functioning as an entirely unique space to share clever design and content, earning us national recognition for best-in-class OOH.