The Ask: Coke wanted to create a program to encourage college basketball fans around March Madness to purchase Coke and create uplifting moments.
The Solve: Tapping into the insight that majority of fan’s brackets bust early on in March Madness the Bracket Refresh campaign was birthed to give fans a second chance to be winners. In order to help get the word out we worked with the admiral himself, David Robinson.
My Role: Original concept / Creative direction.
