The assignment was to create a print campaign for Coke (original flavor) that was Out-of-the-Box; something that Coca-Cola would not normally go for.
The concept behind the ads was that Coke does not have to shy away from the fact that it's sugary and isn't the healthiest drink. No one crucifies Nutella or vodka-sodas for their nutrient deficiencies yet Millennials love both. So the idea is to be proud of the sugar content and be honest that it will bring you calories but also great joy; besides coke is a real treat.
Increase awareness of Coke's original offering and create a healthy conversation around treating it as something to enjoy rather than fear.