
Sydney’s iconic Kings Cross Coke sign has a fresh new look, with Coca-Cola Australia unveiling an updated image that leans into the everyday connections the billboard has come to symbolise.
The refresh builds on the brand’s recent ‘Meet Me at the Coke Sign’ campaign, which invited locals to share their own stories of meeting under the glowing red landmark.
“The sign has been a fixture in Kings Cross for over 50 years, witnessing countless memories along the way. From celebrating love during the marriage equality vote to turning green and gold in support of the Matildas at the FIFA Women’s World Cup, it has been part of some truly unforgettable moments.”
“This beautiful, creative refresh is the latest addition to the memories made around the sign and Coca-Cola extends its gratitude to the people of Kings Cross and the city of Sydney for embracing it.”
The new creative centres on a photograph by street photographer Sam Ferris, who has spent more than a decade documenting Kings Cross and the people who move through it.
His hero image, titled ‘On the Steps’, captures a quiet exchange between two people beneath the sign. The moment is deliberately subtle, reflecting the familiar, fleeting interactions that define the neighbourhood.
“Coke’s always been about connection. It’s the small, human moments that bring people together and make everyday interactions feel meaningful. That’s what this image brings to life.”
Campaign credits:
WPP Open X led by Ogilvy Australia, supported by Hogarth
Photographer: Sam Ferris
Source: Ogilvy PR
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