Foster’s Hollywood has teamed up with McCann to celebrate the return of Coca-Cola to its restaurants after almost two decades. To mark the occasion, the chain has launched a clever OOH campaign that plays with perception by reimagining the iconic Coca-Cola wave through three of its most emblematic dishes — the Black Label Ribs, the Director’s Choice burger, and the Choco Crunchy dessert.
What’s the core idea behind the campaign?
The creative overlays Coca-Cola’s recognisable wave onto Foster’s Hollywood dishes. At first glance, the visuals appear to be a tribute to the soft drink brand, but on closer inspection, they reveal the signature meals — highlighting how perfectly they pair with Coca-Cola.
How is that idea brought to life?
Through a smart visual game. Ingredients and textures recreate Coca-Cola’s symbolic wave, blending food culture with beverage heritage. The result is a witty crossover that both surprises and delights passersby, while sparking curiosity on social media.
Where was the campaign activated?
The launch took place at Madrid’s Avenida de América transport hub, with the executions displayed as a triptych: a giant banner and ten sides of the iconic advertising cubes. This high-traffic location ensured that thousands of commuters could experience the three pieces together.
What’s the brand perspective?
Alexis Chauvin, Marketing Director at Foster’s Hollywood, described the campaign as a celebration of the product itself — “the soul of the business.” He noted: “We wanted to represent it with all its beauty as well as its imperfections.”
How does McCann frame the creative?
Álvaro López, Executive Creative Director at McCann, explained that Coca-Cola’s return to Foster’s Hollywood was a milestone deserving of an iconic campaign: “We felt the responsibility to make something as memorable as both brands, approaching it in a conceptual and standout way.”
A growing trend in food and beverage advertising
The campaign taps into a broader trend of pairing food and drinks in communication. Rival brand Pepsi has also explored this with its award-winning “Better with Pepsi” campaign, uncovering its logo hidden in fast-food wrappers, and later with partnerships alongside Bacardi, Captain Morgan, and even atmospheric sunset visuals in Peru.
FAQs about this campaign
What is the Foster’s Hollywood x Coca-Cola campaign about?
It’s a creative OOH campaign that overlays Coca-Cola’s wave onto Foster’s Hollywood’s iconic dishes, celebrating the brand’s return after nearly two decades.
Why does the campaign stand out?
Because it turns Coca-Cola’s iconic visual identity into a playful reinterpretation using food textures, creating a witty crossover between beverage and food culture.
Where was the campaign activated?
At Madrid’s Avenida de América transport hub, featuring a triptych: one giant banner and ten advertising cube sides for maximum visibility.
What’s Foster’s Hollywood’s perspective?
Marketing Director Alexis Chauvin called it a celebration of the product itself, representing it with both beauty and imperfections as the soul of the business.
How did McCann frame the creative?
Executive Creative Director Álvaro López explained that Coca-Cola’s return was a milestone deserving of an iconic campaign approached in a conceptual and standout way.
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