Strategy on Coke's Global Campaign, "Taste the Feeling" In August, Coca-Cola picked three WPP agencies for their new global ad campaign. After that, Landor was asked to have their Executive Creative Directors present strategic proposals to Coca-Cola and were particularly interested in new territory the brand could own. I worked on a team led by ECD, Wally Krantz with two other junior designers Kris Louie and Wen Lung. We came up with several directions that were presented at Coke's global headquarters to their design directors.  After revealing their new campaign, Landor's influence is clear. Much 
of the new campaign is based off a combination of two directions presented, focusing on the change of mood and the bubbly feeling associated with drinking a Coke. We referred to these ideas as "pivot points" and "verticality." Even a smaller direction we pitched featuring upcycling made its way into one commercial. The photo style was also heavily influenced by our directions.
Images Landor presented to Coca-Cola
Images from Coca-Cola's campaign
"The term pivot refers to a change in direction, being, or mood. Opening a Coca-Cola is deeply tied to the concept 
of a pivot point." – Quote from presentation to Coke
“Taste the Feeling” will bring to life the idea that drinking a Coca-Cola – any Coca-Cola – is a simple pleasure that makes everyday moments more special. – Brand statement by Coca-Cola