Coca-Cola bought out most of Times Square’s digital billboards for the month of December 2023. We needed to figure out what to do with all of that space. Sometimes you just need a brief that gets out of the way so we kept it simple: Remind people that Coca-Cola = Christmas. We wanted to reaffirm Coke’s holiday iconicity - see Christmas; think Coke - using some of the brand’s core assets.

The creative team came back with a simple, excellent idea: Times Square is usually gaudy as hell - especially during the holidays - so let’s wrap boards and buildings like beautiful Coke-branded presents under the tree. A little Coca-Cola holiday cheer for the tourists.