Coca-Cola and Ogilvy & Mather Advertising Shanghai won the Outdoor Grand Prix at Cannes Lions 2012 for “Coke Hands” outdoor campaign. Amazingly simple but powerful imagery from the hands of Jonathan Mak Long.
The poster comments on the subject (racism) in a non-direct way, trying to invoke the reader visually into the inevitable conclusion. It has multiple reads, that provoke critical thinking and raise awareness on the subject and its results globally.
proximidad This Coke advertisement uses contrast (white and red color) and repetition (repeat bottles of coke) to strengthen the product. Also its shape looks like a big smile, which is related to happiness.