LUIZ DUARTE

SENIOR CREATIVE & VISUAL DESIGNER from SÃO PAULO, BRAZIL at DAVID MADRID
[WORK] - [INFO]

SHADES OF RED

COCA-COLA @DAVIDMADRID

RECOGNITION:
[CANNES LIONS 2025] GOLD [OUTDOOR]
[CANNES LIONS 2025] BRONZE [OUTDOOR]
[CANNES LIONS 2025] BRONZE [BRAND EXPERIENCE]
[CANNES LIONS 2025] SHORTLIST [OUTDOOR]

2025

ROLE: CONCEPT

FOR DECADES, COCA-COLA’S RED AWNINGS HAVE BEEN MORE THAN JUST SHADE; THEY’VE BEEN SILENT WITNESSES TO LIFE IN TAQUERÍAS, CHANGARROS AND SMALL SHOPS ACROSS MEXICO. AFTER SO MANY YEARS TOGETHER, THEY’D BECOME PART OF THE COUNTRY’S CULTURAL LAND-SCAPE, EACH ONE FADING INTO ITS OWN UNIQUE SHADE OF COCA-COLA RED. SO WHEN COCA-COLA SET OUT TO RENEW 12,700 OF THEM, IT HAD TO PAY A HOMAGE.

THE FOLLOWING FILM WAS WRITTEN IN A POETIC FORM, UNIQUE TO THE SPANISH LANGUAGE AND DEEPLY ROOTED IN MEXICAN TRADITION, CALLED "DÉCIMA".

CREATED HUNDREDS OF YEARS AGO, IT CONSISTS OF TEN LINES, EIGHT SYLLABLES EACH. AN ARTISANAL ABBAACCDDC RHYME.

THIS ORAL TRADITION IS STILL ALIVE ACROSS THE STREETS OF MEXICO.

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SELECTED WORKS 2019 — 2025

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