The Kings Cross Coca Cola sign.

A billboard that’s famous across Australia. And around the world.

In 2025, I was given the chance to celebrate the sign’s 50th birthday with a simple question: What can we put on the sign to say thanks to Sydney?

What started as a OOH brief turned into an integrated campaign that celebrated the colourful, romantic and even heartbreaking stories that all began at Sydney’s most famous meeting spot.

The campaign has since been awarded globally.
Silver Cannes Lion - Outdoor
Gold Spikes -  Brand Experience and Activation
Gold and Bronze - One Show Asia
Gold LIA - PR Creativity
2 x Bronze Clios - Public Relations and Out of Home