Let’s go back to Phase 1 for a moment, when coronavirus was starting to rise globally, when some countries hadn’t implemented a mandatory lockdown yet, with spikes in contagions growing day after day, and the feeling that everything was uncertain. 

Same applied to communication. Back in Phase 1, we hadn’t seen the hundreds of commercials in ¨COVID format¨ yet and we hadn’t heard the same messages over and over again.

In this context, there was no certainty either that people were ready to receive a message from a brand. 

Coca-Cola, that always shared its POV in the most decisive moments for the human race, could not stay silent. 

Amidst an unprecedented context, it managed to alter the most famous logo in the world, sending out a message of support and awareness to look after each other in difficult times, where it would be most heard and a place that’s just as iconic: Times Square.