SIGN OF
THE TIMES

Ever since the 70’s, the Kings Cross billboard has been an unmistakable landmark and a source of pride for many Sydney-siders. It’s always been known as the gateway to the cross but it’s also been a source of cultural commentary e.g. Marriage Equality, a statue of liberty for the lost souls of Sydney or a signpost that heartbreak hill is coming up in the City to Surf. This billboard is so much more than just a billboard to us and the people at Coke know this. So, at a time when Coke’s cultural cachet had reached critically low levels, we needed to reclaim the brand’s relevance - through the most iconic billboard in the southern hemisphere. Creating work that matters with a social purpose by making a powerful brand statement about togetherness and inclusion.

Art Director/ACD - Brenton Bleechmore
Copywriter - Jon Tompkin