ZERO RED PIXELS AND STILL UNMISTAKABLY COKE

Coca-Cola is red. Always has been. But in Avellaneda, Argentina, red belongs to Independiente. And if you're a Racing Club fan, red is banned from your life. Your house is blue. Your fridge has no red labels. Your tomatoes are green. So we took every trace of red out of our billboards and used optical illusions to make Racing fans see it anyway. Zero red ink. Placed on the walk to the Estadio Presidente Perón, inside the ground, on the streets of Avellaneda where blue runs deep. Fans who have spent their whole lives rejecting red looked at our work and saw it everywhere.

And if you see the red, it just means… You Must Love Coke.