2025 Winner

The Coca-Cola Company’s “Magic Duos” aimed to position Coca-Cola as the go-to drink when sitting down for a meal. Using only typography and the brand’s two iconic colours, the campaign’s OOH targeted large-scale sites with food pairings familiar to a specific culture. Posters and billboards featured the distinct Coca-Cola font and
a fraction of its logo.

The concept was to incorporate the first two (co) or last two (la) letters of the distinctive logo into various food names that ranged from classic to regional. The concept produced a system that could be efficiently adapted and scaled across markets, and the layouts could be optimized for everything from large-scale outdoor sites
to social posts.

The work ran in Canada and Mexico, helping the brand retain the biggest market share in both geographies.

Credits

Office: TAXI Montreal, a VML Agency

Debbi Vandeven, Global Chief Creative Officer, VML
Rafael Pitanguy, Deputy Global Chief Creative Officer, VML
Graham Lang, Chief Creative Officer, Canada, VML Canada
Luis Madruga Enriquez, Chief Creative Officer, VML México
Andrew Keller, Global Chief Creative Officer, WPP Open X
Sam Bullis, Head of Branding & Design, VML Canada
Félix-Antoine Brunet, Art Director, VML Canada
Olivier Goulet-Lafond, Copywriter, VML Canada
Rodolfo López, Head of Art, VML México
Alexis Caron-Côté, Creative Director, VML Canada
Alexandre Béland, Creative Director, VML Canada
Stephanie DeCelles, Global Client Lead, The Coca-Cola Company, VML
Chase Cornett, Global Chief Strategy Officer, The Coca-Cola Company, VML
Emma Toth, Chief Client Officer, VML Canada
Maxime Mercier, Group Director, Client Engagement, VML Canada
Louthiern Bonsart, Group Account Director, VML Canada
Camille Joly, Account Director, VML Canada
Manolo Arroyo, Global Chief Marketing Officer, The Coca-Cola Company
Laura Cutsey, Canada VP Marketing & Partnerships, The Coca-Cola Company
Solange Grimard, Senior Integrated Marketing Manager, The Coca-Cola Company
Carolyn Froude, VP, Client Partner, EssenceMediacom
Goli Samii, Account Director, EssenceMediacom
Annalicia Iker, Senior National Account Executive, Branded Cities
Levon Stevenson, VP of Sales, Branded Cities
Jonathan Lajoie, Producer, VML Canada
Veronica Medina, Editor/Motion Graphics, VML Canada
Alec Hanham, Editor, VML Canada
Carson Catlin, Associate Motion Director, VML
Hallie Vandeven, Post Production Coordinator, VML
Andrew O'Driscoll, Digital Illustrator and Retoucher, VML
Violeta López, Production, VML México
Nadia González, Production, VML México
Darío Casso, Production, VML México
Liberta Romero, Filmmaker/Photographer, Shaktiprod
Joanna Schatz, Executive Production, Shaktiprod
Jordan Rodriguez, 1st Assistant photo/video, Shaktiprod