O
n the 27th of April 1994, millions of
people marched to voting stations with
hopes for a brighter future. It was the
dawn of our new constitution. One that
would lay down the foundation for all
South Africans to live in harmony.
This year, Coke reminded Azanians about the day they
took the vow to co-exist like the colours of a rainbow.
“In the lead up to Freedom Day, we wanted to go further
than reminding South Africans of our heritage. We
wanted to create a symbol of our diversity and celebrate
the fact that as a nation we have come so far” – explains
Sharon Keith, Marketing Director of Coca-Cola SA
Foote, Cone & Belding (FCB) brought this fantastic
idea to life with the help of a technical team and an
international rainbow maker. They captured the sunlight
at a specific time, released showers of recycled water
and produced an awe-inspiring masterpiece that was
awarded four international accolades – including a gold
award at the well renowned Cannes Lions Festival.
People couldn’t help but try and get a better view. And
as they filled the open space around the famous CocaCola billboard happiness was definitely in the air.
By Karabo Motsoai
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IMBO/ ISSUE 31/ '14