Cartwright has launched a new campaign for The Coca-Cola Company, reimagining a timeless idea for a modern audience. Titled “Coke for Everyone,” the campaign pays homage to the brand’s iconic past while embracing today’s cultural landscape.
In a world often divided by differences, “Coke for Everyone” focuses on the simple, universal truth of human connection. Drawing inspiration from a beloved Argentine Coca-Cola ad from the early 2000s, the campaign seeks to capture that same charm and relatability but with a fresh, contemporary perspective.
Rather than spotlighting new products or cutting-edge innovation, the campaign celebrates what makes Coca-Cola enduring: its people, its instantly recognizable red cans and glass bottles, and the beauty of shared moments. Director and photographer Martin Wonnacott brought this vision to life, capturing both the classic appeal and vibrant presence of Coca-Cola in modern American life. Each frame balances the iconic product with authentic human stories, weaving Coca-Cola seamlessly into everyday life.
The campaign’s approach is simple but powerful: to turn the familiar can or bottle into a conversation between Coca-Cola and its consumers. Four hero films—two in English and two in Spanish—were produced to highlight this message across diverse communities. Each version was carefully adapted in tone and style to ensure cultural sensitivity and inclusivity, reflecting the diverse audiences Coca-Cola serves.
The ads feature 30- and 15-second spots tailored for social media, streaming, and broadcast channels. Shot in a clean, minimalist style with crisp lighting and carefully composed visuals, the campaign exudes authenticity and warmth. The narrating voice and scenes of people enjoying Coca-Cola in everyday settings create a sense of calm and connection.
Keith Cartwright, founder and chief creative officer of Cartwright, explained the vision behind the project: “Coke stands alone as a brand that has the permission and heritage to take their can and product and turn it into conversation with its consumer. That is the essence of what we are capturing in this film—those moments of connection that can only be told by Coke because of its legacy in storytelling around its packaging.”
“Coke for Everyone” is more than an ad; it’s a celebration of identity and shared experience. It’s a reminder that, regardless of where we come from or who we are, there’s a Coke—and a story—for everyone.
