Coca-Cola Marks 110 Years with 'Shadows' OOH Campaign from WPP & Ogilvy

Coca-Cola is letting the sun do the storytelling in its new campaign.

Made together with major advertising agencies WPP Open X and Ogilvy UK, “Shadows” serves as a tribute to 110 years of the brand’s unmistakable glass bottle.

Rolling out across the U.K., Belgium, Denmark, and Germany this April, the campaign leans into the simple power of recognition.

The work highlights how deeply the Coca-Cola bottle is woven into global culture — so much so that its shadow alone is enough to spark instant recognition.

"This milestone anniversary marks the significance of the classic Coca-Cola glass bottle," said Islam ElDessouky, global vice president, creative strategy and content at Coca-Cola.

"This campaign captures the Coca-Cola bottle set against vibrant backdrops, reminding us of the timeless refreshment and joy that Coca-Cola brings to every season."

The 1899 Coca-Cola bottle, a straight-sided Hutchinson design, was used until 1906 and helped the brand stand out with its varied colors due to manufacturing differences.

The 1915 bottle introduced the iconic contour shape, a result of a design contest to differentiate Coca-Cola… pic.twitter.com/VWqAfhiVPp

— The Vault (@TheVault1914) April 2, 2025

Alongside traditional static billboards, the campaign also features a digital aspect.

In select locations, DOOH screens display a dynamic bottle silhouette that shifts throughout the day, tracking the real-time movement of the sun.

For marketers, the campaign is a case study on how marketing agencies can tap into simple, universally understood imagery to create brand love without even having to say a word.

And for a big brand like Coca-Cola, it’s a smart reminder that the right visual can connect with people everywhere, instantly. 

Iconic Silhouettes Across Europe

"Shadows" offers a series of bright, seasonally-themed visuals that evoke the best parts of spring and summer.

Across bustling city centers and sunlit parks, passersby will encounter scenes like a Coca-Cola shadow shimmering in a swimming pool, stretching across green grass, or dancing along a tiled patio.

Each backdrop captures a shared seasonal moment, subtly positioning an ice-cold Coke as the perfect companion to warm-weather memories.

The simplicity of the creative also makes it highly adaptable across formats and locations, whether on classic billboards or digital outdoor screens.

“The Coca-Cola bottle is more than just a shape; it’s a symbol etched in our collective memory," Jules Chalkley, chief executive creative director at Ogilvy UK, shared.

"Shadows is a beautiful celebration of the brand’s iconicity and a powerful reminder of joy, refreshment, and the timeless appeal of Coca-Cola.”

Coca-Cola’s campaign proves that sometimes the strongest message can be conveyed with just a silhouette — and a little sunshine.

Meanwhile, Pepsi previously launched a new campaign starring global star David Beckham, as they bring the fan back to the old "Thirsty for More" platform.