Luiz Duarte
Senior Creative & Visual Designer
at DAVID Madrid.
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]
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 landscape, 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 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.
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.