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Outdoor
The Coca-Cola Company: Playable Billboards
Launched in the iconic Times Square, NY, Coca-Cola unveiled 'The Playable Billboard'; an interactive digital experience enticing passers by to literally game on the huge OOH screen.
The creative was born from common gaming behaviours, of gamers often playing alone in real life. 'The Playable Billboard' was designed to create an entertaining moment for all to experience and connect with others. Inspired by retro sports video games, featuring two-dimensional graphics, Coca-Cola bottles replace bats to hit a ball back and forth and are controlled by two players competing to be the first to win with 10 points. Coca-Cola taps into nostalgia on a monumental scale infused with a modern twist through the use of cutting-edge technology to generate a significant memorable experience for players, passersby and viewers. Hope Nardini, global executive creative director at Grey comments, “Coca-Cola is an iconic brand and Times Square is an iconic place. Turning the Coca-Cola billboard into a digital game for all to play in the centre of the city is a fun way to bring people together, and an expression of the brand’s philosophy of Real Magic.” ‘The Playable Billboard’ was developed by WPP Open X, led by Grey, supported by Subvrsive and Ogilvy PR.
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