2025 Winner

Coca-Cola saw the 2024 total solar eclipse as more than just a rare event: it was a chance to bring people together under its “Real Magic” platform. To make the moment feel both personal and iconic, the brand took over Times Square, transforming its largest digital billboard into a real-time eclipse tracker. Using advanced tech and a partnership with The Weather Network, the screen mirrored the eclipse as it happened: a glowing “sun” slowly covered by a Coca-Cola bottle cap “moon,” perfectly timed to the celestial event. The brand also embedded personalized eclipse trackers into Weather Network ads, offering real-time updates in 150 cities.

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
Antoine Bécotte, Executive Creative Director, VML Canada
Andrew Keller, Global Chief Creative Officer, WPP Open X
Rick Brown, Creative Director, VML Canada
Mathieu Belley, Associate Creative Director, VML Canada
Sucheta Shankar, Associate Creative Director, VML Canada
Coralie Adler, Art Director, VML Canada
Samuel Poirier, Art Director, VML Canada
Mike Butler, Head of Branding & Design, 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, Managing Director, VML Canada
Louthiern Bonsart, Managing Director, VML Canada
Camille Joly, Account Director, VML Canada
Tim Voet, Chief Technology Officer, VML Canada
Jonatas Moraes, Technology Director, VML Canada
William Lee, Senior Front End Developer, VML Canada
Maxime Boivin, Integrated Studio Director, VML Canada
Gregory Fleurantin, Production Artist, VML Canada
Philippe Gélinas, Production Artist, VML Canada
Alex Gasson, Client Partner, Pelmorex
Laurin Colynuck-Chamberlin, Account Manager, Pelmorex
Jessica Blaszcyk, Ad Operations, Pelmorex
Ryan Rozema, Lead Creative Developer, Pelmorex
Peter Copat, Graphic Designer, Pelmorex
Ryan O'Brien, Creative Director, Pelmorex
Caroline Froud, Senior Vice President, Client Leadership, EssenceMediaCom
Goli Samii, Account Director, EssenceMediaCom
Kemi Ebuku, Account Manager, Planning, EssenceMediaCom
Manolo Arroyo, Global Chief Marketing Officer, The Coca-Cola Company
Laura Cutsey, Sr. Marketing Director, Canada & Northeast US, The Coca-Cola Company
Solange Grimard, Sr. Marketing Manager, Canada, The Coca-Cola Company
Mew Lin Teh, E2E Connections & Media, The Coca-Cola Company