We explored several animation options using a bottle cap before ultimately choosing the bottle itself as the hero, based on a sketch from W+K's Amsterdam office.
Once we settled on a direction, the animation turned out to be surprisingly simple. In fact, the final animation was one of our first ideas. After thoroughly exploring typography, we selected Gotham for its friendly Americana appearance.
Following the success of this campaign and the subsequent live-action commercials that used the end tag, Turner Duckworth was enlisted to apply the same strategies. They were awarded the design Grand Prix at Cannes for the rebranding project.
This design has been used as the end tag for Coca-Cola commercials worldwide for over a decade, with only minor changes and regional variations.