Coca-Cola: Meet Me At The Coke Sign

More than just a billboard

For 50 years, a familiar red glow has pulsed over Sydney, a beacon drawing wanderers and locals alike. More than just advertising, the Coke sign is an accidental icon, a silent witness to countless beginnings. To celebrate its anniversary, we tapped into urban vocabulary, adding: "Meet Me At The Coke Sign". We invited people to share their stories of meeting at the Coke sign via QR code. And then we transformed the sign from observer to storyteller, weaving those memories back into the very streets of Kings Cross where they unfolded, celebrating the shared history illuminated by the Coke sign.