2025 Winner

To solidify Coca-Cola as the go-to drink when enjoying a meal, “Magic Duos” tapped into people’s emotional connection with food by recommending pairings. A striking visual approach was used: the Coca-Cola font, its two iconic colours and either the first two (“co”) or last two (“la”) letters of the logo were embedded into existing food names. The campaign launched on large-scale sites in Toronto and Mexico City, but a global toolkit was also developed for broader rollout. Layouts were designed to be easily adapted for both large-format outdoor placements and social media posts.

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