Newspaper Advertising

Open Happiness

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How to create an original, eye-catching and most of all emotional advertisement for Coca-Cola? Easy: with a smile. Consistently developed out of the logo’s curved lines, the claim “open happiness” immediately becomes perceptible for every viewer. The abstracted smiley motif against the red background is a clear reference to the logo and underlines the cheerful typographical character of the original logotype. The bled-off key visual corresponds in colour to the distinctive silhouette of the bottle.

Credits
  • Client:
    Coca-Cola GmbH
  • Design:
    McCann Berlin
  • head of marketing:
    Michael Willeke
  • creative direction:
    Erik Gonan
  • art direction:
    Tilo Endert