Coca-cola | classic

To celebrate Coca-Cola’s lasting imprint on literary culture, the “Classic” campaign unearthed iconic references to the brand in the works of the most iconic authors of modern literature and brought them vividly to life.
We reimagined these literary moments by replacing each mention of the brand with Coca-Cola’s iconic red logotype, seamlessly woven into the original typography and textures of first editions.

Awards
2025 Cannes Lions
Bronze - Industry Craft
Bronze - Outdoor

2025 LIA
Silver - Print

Credits
Agency: VML
CCO: Rafa Pitanguy
ECDs: Gabriel Jardim, Guto Monteiro
CDs: Lorran Schoechet, Thomaz Marsiglia, Guilherme Possobon, Rebecca Wang, Kylie vanderven