Coca-Cola’s ‘Rainbow for a Rainbow Nation’ shines in New York

Posted: May 22, 2015

‘Rainbow for a Rainbow Nation’, Coca-Cola South Africa’s activation to commemorate 20 years of democracy in the country, shone across the Atlantic last night (Thursday May 21) taking two of the prestigious Grand Awards at the 2015 New York Festival International Advertising Awards.

With a Grand Award in the Outdoor as well as the Avant-Garde category, this was a tremendous achievement for the local Coca-Cola marketing team and its marketing partner, FCB Joburg.

Using sunlight, water, some fancy science and a little bit of magic, the rainbows were conjured up in the Johannesburg CBD by FCB Joburg and a technical team led by a globe-trotting rainbow-maker from the United States.

The moments of happiness created by the Coca-Cola rainbows were captured on film, and shared over the social media networks, including, and through a case study:

In addition to the two Grand Award wins, FCB South Africa was also this year’s recipient of the Regional Agency of the Year for Middle East & Africa.

“We were blown away when we received the news,” said FCB Group CEO, Brett Morris. “We’re still buzzing from last week’s news that FCB Joburg’s latest television spot for Coca-Cola South Africa – ‘Bobby 2’ – topped the Millward Brown AdTracK Top 10 Most Liked TVCs for the 4th quarter of 2014.

“We didn’t think we could ask for more cherries on the cake but this managed to do it! Congratulations to FCB Joburg’s Executive Creative Director, Jonathan Deeb, and his team, and of course our brave client and her team, Coca-Cola South Africa Marketing Director Sharon Keith for backing this audacious idea from start to finish.”

“This is fantastic news,” said Keith. “The Rainbow accolades – both local and international – just keep on flying in; truly the pot of gold at the end of our rainbow initiative. We are very proud of the vision and commitment of our teams in Coca-Cola SA and FCB Joburg to bring this idea to life for South Africa.”

‘Rainbow for a Rainbow Nation’ has been widely acknowledged by numerous creative forums worldwide, including South Africa’s own Loerie Advertising Awards where it took home four birds, including one of just four Grand Prix awards made over the weekend. It also won two Bronzes in Cannes, a Gold Pendoring in the Truly South African – general category, and Adfocus’ Envy Award.

Keith herself took the Number One spot in the inaugural ranking for brand representative at the Loerie Awards while Deeb was at the top of the Executive Creative Director table and Morris 2nd on the Chief Creative Officer list.

Deeb added: “Our ambition with ‘Rainbow for a Rainbow Nation’ was to break through the clutter and give a meaningful experience to commuters and passers-by. The power of this idea lay in its absolute simplicity. We created a real rainbow to celebrate the rainbow nation’s achievement, and it evoked delight in all who saw it.

“Working with Coca-Cola South Africa on this initiative was an exciting and enriching experience – not only because of the riches in terms of accolades we have reaped. It’s been a meeting of professional minds and a melding of creativity. I’m incredibly of proud of what Coca-Cola and FCB Joburg have achieved together. Thank you to all in the teams at Coca-Cola and FCB who helped make the moments of ‘Rainbow for a Rainbow Nation’ happen,” he said.