Case study · Brand & experiential

CinemaCon 2023

After fifteen years working inside Coca-Cola's brand guidelines, they asked us to write the next page.

Client
LNL Agency
Built for
The Coca-Cola Company
Our role
White-label creative director · Key visual through production
Coca-Cola CinemaCon 2023 activation at Caesars Palace, produced in partnership with LNL Agency.

One identity, four spaces →

Design the key visual

Fifteen years inside the guidelines. Then Atlanta asked us to write the next page.

POP became the system

Bottle as movie still. Pop-art across cinema quadrants.

Four spaces, one look

Booth, VIP lounge, closing night, and every surface at Caesars.

POP key visual for CinemaCon 2023, produced in partnership with LNL Agency.

The story

They flew us to the Brand Vault in Atlanta.

Coca-Cola has been the presenting sponsor of CinemaCon for years — the largest gathering of movie theater owners in the world. In 2023 the call was different.

We were asked to design the entire sponsorship: trade show booth, VIP lounge, closing night party, and every piece of branding across Caesars Palace. Then came the part nobody expects after fifteen years with a global icon. Design the key visual yourselves.

They flew us to the Coca-Cola Brand Vault in Atlanta. A hundred and twenty-five years of packaging, campaigns and design archives. It clicked in there. The bottle is a movie still. POP stopped being a tagline and became the system.

125

Years of brand archive in the Atlanta vault

15

Years working inside the guidelines before this brief

4

Separate spaces running one visual system

One identity, four spaces

The key visual did its job, then became a system.

Every other surface grew from POP — booth, VIP, party, and the walk between them.

  1. 01

    The POP identity

    Pop-art quadrants wrapping the bottle. Popcorn, hearts, hashtags, stars.

  2. 02

    The Factory

    A walk-in booth with a POP-tile archway and branded modules.

  3. 03

    VIP & ancillary

    Art Deco refinement for elevators, lightboxes, banners, floor graphics.

  4. 04

    Closing night

    LED dance floor, POP archway over the DJ, bottle-cap dessert bar.

The original key visual was a complete hit with attendees, Coke employees, and external guests. It became the starting point for the whole activation look and feel.

Talk to us

Brand guidelines exist for good reasons.

Once in a while a client hands you the pen.

Produced in partnership with LNL Agency, who hold the client relationship with The Coca-Cola Company.