Cannes Lions - Bronze Lion Brand Experience & Activation (Brand-Owned Experiences)
Cannes Lions - Bronze Lion Industry Craft (Art Direction Outdoor)
New York Festivals - Bronze Outdoor Food & Drink

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For decades, Coca-Cola’s iconic red has been one of the world’s strongest brand assets. But in Argentina, Racing Club fans reject the colour entirely because of their rivalry with Independiente. So instead of forcing its identity into the culture, Coca-Cola adapted to it. Using optical illusion and colour perception principles, the brand removed red altogether while still making fans mentally perceive it, proving how deeply its identity lives in people’s minds.