Shades of Red

Small businesses in Mexico are anything but small; they make up 48% of Coca-Cola’s business in the country.

The idea was simple: support them by renovating their old awnings. Later, we realized how culturally significant those awnings were in Mexico’s history.

Coca-Cola wanted a campaign that truly connected with Mexicans. We found that connection in neighborhood shops, many proudly displaying our red, even when it had faded. So instead of just celebrating them, we refreshed their awnings. Restoring it was a way to honor the businesses that have long carried our brand.

1x Gold — Cannes Lions 2025

2x Bronze — Cannes Lions 2025

2x Shortlist — Cannes Lions 2025

Agency: DAVID Madrid
Role: Art Director