You Must Love Coke
In one of Argentina’s most passionate football stadiums, the Racing Club’s stadium, one of Coca-Cola’s most iconic brand assets is banned: the color red. So instead of fighting the rule, we bent perception. Using an optical illusion technique, we created billboards that contain no red at all, only blue, grey, black, and white pixels. Technically, the red isn’t there. But Coca-Cola is.
No red at all
For Racing, the rejection of red goes far beyond colors in the stands. Former player Marcos Rojo even had to change the name on his jersey because “Rojo” literally means “red” in Spanish. When even a last name isn’t accepted, imagine a brand built around the color.
Beyond the stadium
The illusion was brought to the streets around Racing Club for the fans who still couldn’t believe it. By placing the billboards outside the arena, people could get close enough to see for themselves: there wasn’t a single red pixel on them.
