First-of-its-kind Coca-Cola Activation Lets A Real, Cold Beverage Come Out of a 3D Billboard

Created by DAVID Miami, the activation at São Paulo’s international airport is part of the brand’s new global ” Masterpiece” campaign; consumers will have the chance to interact with the iconic art piece “Girl with a Pearl Earring”, by Vermeer

This is Real Magic. An ice-cold Coca-Cola, straight from the digital panel, is passed into the hands of those passing through Terminal 3 at Guarulhos Airport in São Paulo. As part of its “Real Magic” platform, the brand initiated an unprecedented activation, debuting in Latin America with the recently launched “3D Deep Iconic” JCDecaux equipment created exclusively for running campaigns in three dimensions.

The activation, created by DAVID Miami, aims to deliver inspiration and magic by uniting the virtual world with the real world, where the famous art character “Girl with a Pearl Earring”, by Vermeer, will transform a digital Coca-Cola into a real, physical Coca-Cola for anyone close to the panel. The activation is part of the new global campaign “Masterpiece”, launched by the brand at the beginning of the month with the Blitzworks agency.

“At a time when the barriers between the physical and digital worlds are increasingly diminishing, Coca-Cola is aware of and integrated with this evolution, and how technology can positively impact our consumers. Promoting yet another new experience between the virtual world and physical, mixing works of art with artificial intelligence, is yet another way of showing that it is possible to create magical moments with Coca-Cola in people’s lives. Magic always happens with Coca-Cola and this is a unique experience!”, comments Ted Ketterer, director of marketing for Coca-Cola Brazil.

From the 21st to the 28th of March, the activation that mixes creativity with the latest technology will be located next to the Check-In of Terminal 3, at Guarulhos International Airport (GRU), one of the main airports in Latin America, in front of the only international departure.

The “U”-shaped equipment with an infinite border, which helps in the virtual extension and explores the exit and interaction with objects, is 13 meters wide at the front, six meters wide on each side, and three meters long. According to JCDecaux, the four high-quality LED screens elevate the viewing perspective and give an angle to the 3D perspective at various points in the lobby.

“To debut a global campaign with Coca-Cola using one of our most innovative assets, 3D technology, is a source of great pride for the entire company. This union puts into practice the power of DOOH to impact and create unique experiences of immersion and interaction for the entire audience, bringing more relevance to out-of-home in communication strategies” said João Binda, Sales Director of JCDecaux Brazil.

This is the first JCDecaux equipment in the 3D media format implemented in Latin America. In addition to Brazil, the company that is world leader in OOH media has similar equipment in South Africa, the United States, Norway and Bahrain.

To check out more about the campaign: Coca-Cola, Obra de Arte


Agency: DAVID Miami

Client: Coca-Cola

Global CCO & Partner: Pancho Cassis

Global COO: Sylvia Panico

Managing Director: Ricardo Honegger

CCO: Rafael Donato

Group Creative Director: Alejandro Juli

Art Director: Seiji Wakabayashi

Copywriter: Thomas Nitti

Head of Production: Brenda Morrison Fell

Sr. Producer: Natasha Louckevitch

Senior Business Affairs Manager: Barbara Karalis

Business Affairs Manager: Catalina Peña

Head of Account: Carolina Viera

Group Account Director: Rafael Giorgino

Account Supervisor: Alicia Talavera

Account Executive: Patricia Menendez

Global Chief Strategy Officer: Paula Vampre

Senior Strategist: Vanessa Amaral

Head of Innovation and Technology: Toni Ferreira

Global PR Director: Sandra Azedo

Client credits

Head of Global Creative Strategy & Content: Pratik Thakar

Director, Content and Creative: Chase Abraham

Director Creative Strategy: Luciana Mendes

Senior Creative Strategist : Mariana Manso

Content Producer and XP Director: Erika Wolthers

Media Manager: Maria Luisa Kruel

Marketing Senior Manager: Mariana David      

GFX /3D Animation – Blunt Action

Creative Director: Richard Hampton

Executive Producer: Ethan Jakab

Designer: Jared Bellon

Production Company

Case Study – Sailor Studio

Executive Producer: Luccas Oliveira, Gustavo “GGA” Almeida, Leticia Cacace

Director/Creative Director: Luís Guilherme Chagas

Set Producer: Lucy Charlier

Set Producer Ass.:Juliana Millan

Production Manager: Gustavo Veloso

Production Coordinator: Fernanda Fernandes

DOP: Reginaldo Luca – Naldinho

1st AD: João Victor Quattrucci

2st AD: João Artur dos Santos


Executive Post Producers: Luccas Oliveira, Gustavo “GGA” Almeida

Post-Production Coordinators: Luiz Alejandre “Ryan”, Rafael Matheus

Editor: Luís Guilherme Chagas

Assistant Editor: Nildo Ferreira

Art Director: Teidy Nakao

Colorist: Reginaldo Luca – Naldinho

2D Animator: Rafael Matheus, Vitor Mendes, João Mateus

Recording Mixer: Chico Castellano

Coke Delivery Device/Machine – Bizsys

CEO: Rodrigo Cassino

Mechanical Engineer: Fernando Berengut

Assistant Mechanical: Odailton Correa

Electronic Enginner: Reginaldo Amorin

Assistant Electronic: Natan Santana


Sales Director: João Binda

Sales Head: Adroaldo Gomes

Sales Head: Paolo Azevedo

Sales Manager: Denise Ribeiro

Sales Manager: Bruno Padilha

Sales Executive: Silvia Spritzer

Sales Executive: Carla Almeida

Innovation Coordinator: Paula Soares

Media Agency: OpenX

Head of Media: Vanessa Giannotti

Media Director: Carla Dart

Media Supervisor: Maria Luiza Coutinho

Media Analyst Jr.: Marcella Cardoso

Media Supervisor: Gabriela Machado

Media Manager: Ludymila Lopes

Senior Media Analyst: Adriano Alves

Blitzwork Credits: Agency created Masterpiece Spot

Global Chief Creative Officer: Ajab Samrai

Global Chief Commercial Officer: Michael Faust

Global Chief Executive Officer: Marcus Brown

Project Manager: Bryan Obonyo

Source: DAVID Miami

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