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Going “Dark”

#REFRESHTHEFEED

The weekend of November 9th, 2018 all of Coca-Cola’s social channels went “dark” wiping their feeds clean. Four days later, on World Kindness Day, we launched the new campaign #RefreshTheFeed. In a time when the internet was a dismal, pessimistic place, void of uplift, Coca-Cola began spreading the messages we all needed to see and hear. Something to #RefreshTheFeed

Copywriter: Madeline Adams

Jr. Art Director: Lauren Sanders

Agency: Havas

Client: Coca-Cola

On November 9th, Coca-Cola changed their social media avatars to a cryptic symbol that had everyone talking about and questioning what was going on with their social.

 
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Instagram Feed

On World Kindness Day, Coca-Cola’s social platforms were flooded with 99 unique designs of optimism, filling the world’s feeds with happiness and uplift.

 

Twitter Takeover

On World Kindness Day, Coca-Cola’s social platforms were flooded with 99 unique designs of optimism, filling the world’s feeds with happiness and uplift

 

Times Square Billboard

On World Kindness Day, our #RefreshTheFeed billboard went live encouraging viewers to check out the trending hashtag featuring our new uplifting designs.

Designs

Media

Our new campaign was picked up by Adweek.