Coca-Cola Australia has unveiled a fresh creative for Sydney’s iconic Kings Cross Coke Sign, celebrating the simple joy of human connection. The update builds on the brand’s ongoing ‘Meet Me at the Coke Sign’ platform, which invited people to share their personal stories linked to this beloved landmark.
How does the new ‘On the Steps’ creative come to life?
Shot by renowned street photographer Sam Ferris, the hero image captures a quiet, intimate moment beneath the glowing Coke Sign. Ferris has documented the area for more than a decade, and his work reflects the familiar, lived-in character of Kings Cross.
Why does the Kings Cross Coke Sign matter to Sydney?
For over 50 years, the Coke Sign has watched over Kings Cross, becoming a cultural touchpoint woven into the city’s identity. It has illuminated countless milestones — from turning green and gold to support the Matildas during the FIFA Women’s World Cup to celebrating marriage equality during one of Australia’s most defining social moments.
As Martyn Ferguson, Marketing Director Coca-Cola South Pacific, explains: “This beautiful, creative refresh is the latest addition to the memories made around the sign. Coca-Cola extends its gratitude to the people of Kings Cross and the city of Sydney for embracing it.”
Who was behind the creative direction?
Titled ‘On the Steps’, the image was developed by WPP Open X, led by Ogilvy Australia and supported by Hogarth. Creative Director Anthony Campagna underscored the intention: “Coke’s always been about connection. It’s the small, human moments that bring people together. That’s what this image brings to life.”
Why does this creative refresh resonate?
The Kings Cross Coke Sign isn’t just an ad — it’s a meeting place, a cultural landmark, and a backdrop to everyday moments. ‘On the Steps’ preserves that spirit by focusing on what happens beneath the sign: the thousands of human interactions that make it meaningful.
FAQs about this campaign
What is Coca-Cola’s new creative for the Kings Cross Coke Sign?
It’s called ‘On the Steps,’ a hero image shot by photographer Sam Ferris that highlights a simple, quiet moment between two people beneath the iconic sign.
Who created the new visual for the Coke Sign?
WPP Open X led the work, with creative direction from Ogilvy Australia and production support from Hogarth.
Why is the Kings Cross Coke Sign important?
For over 50 years, the sign has been a cultural landmark—marking personal memories, national celebrations, and major moments such as the marriage equality vote and the FIFA Women’s World Cup.
What inspired the ‘On the Steps’ concept?
Coke’s timeless message of human connection. The image captures an everyday interaction meant to feel familiar, authentic, and deeply tied to the Kings Cross community.
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