Coca-Cola – virtually the real thing

Coca-Cola’s recent spot out of Blitzworks was a thrilling aesthetic trip through the history of art, in which a Coke bottle was flung around a gallery between figures fashioned by Warhol, Turner and other celebrated painters. 

It eventually landed in the grasp of The Girl with The Pearl Earring, Vermeer’s 1665 portrait of a winking-eyed, winsome beauty. In this genius activation created by DAVID Miami, she’s back to offer a bottle to passers by that slides spookily from the virtual world to the actual. 

Titled Real Magic, the activation, located at São Paulo's Guarulhos Airport, sees an ice-cold bottle of pop appear to come straight from the digital panel into the hands of anyone moving near to it. Debuting in Latin America, the installation uses the recently launched 3D Deep Iconic tech that JCDecaux created exclusively for running campaigns in three dimensions.

From the 21-28 March, the activation features a U-shaped delivery tube with an infinite border, which helps in the virtual extension and plays with the interaction between fake and real bottles. The four high-quality LED screens elevate the viewing perspective and give an angle to the 3D perspective at various points in the Terminal 3 check-in area.

Ted Ketterer, director of marketing for Coca-Cola Brazil says: "At a time when the barriers between the physical and digital worlds are increasingly diminishing, Coca-Cola is promoting yet another new experience between the virtual world and actual, mixing works of art with artificial intelligence.”