Over the years, there are countless Coca-Cola advertisements that have drawn consumers to find refreshment from the popular bubbly beverage but perhaps not as quickly and immediately as this 3D Coca-Cola billboard. This activation at São Paulo’s international airport is part of the brand’s new global Masterpiece campaign and travelers will instantly recognize, and be able to interact with, Vermeer's iconic Girl with a Pearl Earring.
The unmissable 3D billboard by DAVID Miami mixes the digital world with the physical one and allows for the soda to pass from the hands the painting's subject to airport travelers. With this campaign, the brand is aware that "barriers between the physical and digital worlds are increasingly diminishing" and there are new opportunities to interact with people in a playful and refreshingly different way that inspires a sense of awe.
Mixed-Reality Cola Billboards
This 3D Coca-Cola Billboard Dispenses Real, Cold Drinks
Trend Themes
1. Mixed-reality Advertisements - Incorporate mixed-reality technology into ads to make them more interactive and engaging.
2. Digital-physical Integration - Explore ways to blur the line between digital and physical worlds to create unique and immersive experiences.
3. Interactive Brand Activations - Design brand activations that allow consumers to interact with the brand and its products in new and exciting ways.
Industry Implications
1. Advertising - Use mixed-reality technology to create more engaging and memorable ads for clients.
2. Experience Design - Combine physical and digital elements to create immersive experiences for customers in various industries.
3. Consumer Goods - Design and implement interactive brand activations that allow consumers to engage with products in new and memorable ways.