Christmas always finds a way
Coca-Cola
Creating a bold, screen-transforming Christmas animation on London's Piccadilly screen.
The Brief
London's Piccadilly Circus has played host to the iconic Coca-Cola sign since 1955, and this year was no different. To do something special for Christmas, we worked with the team at Recipe to create a unique animation for Coca-Cola, running on the world-famous Piccadilly Lights.
The Challenge
Situated in the heart of London's West End, the Piccadilly Lights are made up of a single 783.5-square-metre screen, with a resolution 1.4 times greater than 4K, making it the largest advertising display in Europe. Our challenge was to make the most of that scale: a full-screen takeover on one of the most recognisable advertising formats in the world, where the size and impact of the screen itself needed to be part of the creative, not just the canvas it played on.
The Approach
Rather than treating the screen as a simple backdrop, we leveraged the display's transition elements, pairing them with bold, impactful animation to make the most of the full takeover. We also drew on the brand's most iconic elements - colour, logo and typeface so the piece felt built specifically for Piccadilly Lights, using the format's own mechanics to add impact rather than working around them.
