OVERVIEW

THE COCA-COLA BILLBOARD IN TIMES SQUARE HAS EXISTED IN VARIOUS FORMS SINCE THE 1920S. BUT NEVER HAS IT BEEN USED AS A SPACE FOR COMMUNITY BUILDING. WE TRANSFORMED THE ICONIC TIMES SQUARE BILLBOARD INTO AN INTERACTIVE PLAYGROUND, INVITING PEOPLE TO TAKE A BREAK FROM THEIR HECTIC LIVES AND ENGAGE IN A SIMPLE GAME OF PING PONG ON A MASSIVE SCREEN FOR ALL TO SEE.

BY MERGING NOSTALGIA WITH INNOVATION, COCA-COLA AIMED TO CREATE A CAPTIVATING EXPERIENCE THAT RESONATED WITH BOTH LOCALS AND TOURISTS. THE ICONIC PONG GAME SERVED AS A UNIVERSAL LANGUAGE, FOSTERING SPONTANEOUS INTERACTIONS AND POTENTIAL FRIENDSHIPS AMONG STRANGERS, MANY OF WHOM DIDN’T EVEN SPEAK THE SAME LANGUAGE.

WE PROVIDED A PLATFORM FOR AUTHENTIC HUMAN CONNECTIONS IN THE HEART OF NEW YORK CITY. THE CREATIVE IDEA ENCAPSULATED COCA-COLA'S BRAND VALUES WHILE OFFERING A MEMORABLE AND SHAREABLE EXPERIENCE THAT WOULD

LEAVE A LASTING IMPRESSION ON PARTICIPANTS AND OBSERVERS ALIKE.

TEAM

HOPE NARDINI

KHALED IBRAHIM

DHANUSH PARAMESH

RECOGNITION

ADAGE
MUSE
LITTLE BLACK BOOK
DESIGN RUSH
CITY GUIDE