Coca-Cola - #RefreshTheFeed
On the weekend of 11/9/2018, all of Coca-Cola’s social channels went dark - their feeds wiped clean. Four days later, on World Kindness Day, they launched the new campaign #RefreshTheFeed.
We staged the entire event in order to bring joy to an internet that was feeling increasingly pessimistic and void of uplift. And it worked. The result was a 100% increase in coke.com traffic.
Going “Dark”
On November 9th, Coca-Cola changed their social media avatars to a cryptic symbol that had
everyone talking about and questioning what was going on with their social.
World Kindness Day Launch
@CocaCola
@RyanSeacrest Partnership
Times Square Billboard
On World Kindness Day, our #RefreshTheFeed billboard went live encouraging viewers to
check out the trending hashtag featuring our new uplifting designs.
Coca-Cola Headquarters
Designs
Media
Case Study
Creative Director: Andrew Williams
Senior Copywriter: Madeline Adams
Art Director: Melanie Malone
Junior Art Director: Lauren Sanders
Client: Coca-Cola
Agency: Havas