meet me at the coke sign

Celebrating one of Sydney’s icon…with a dash of ‘real magic’

In January, Coca-Cola marked a major milestone. This was 50 years of its iconic King's Cross Coca-Cola sign lighting up Sydney’s skyline.

To celebrate, the team helped launch the ‘Meet Me at the Coke Sign’ campaign which celebrated this much-loved icon that’s become a gateway to the Cross. We offered an open invitation for Aussies to share their memories of meeting under the sign across five unforgettable decades. From first dates to lifelong friendships, we received beautiful real-life stories of meeting at the sign. We brought them to life by securing national media coverage, including a heartfelt segment on Channel 7, shining a spotlight on Sydney locals and their real-life moments. At the heart of the campaign was Michael, a King's Cross local who shared the touching story of meeting his late partner Bjorn at the Coke Sign and how the sign is an everlasting memory of their lives together. It was a real-life tribute to love and legacy at an iconic Aussie backdrop.

To keep the stories flowing in people could scan the QR code to the newly updated billboard, giving passers-by an easy way to share their own ‘Meet Me at the Coke Sign’ moments. Online submissions also came in via the Coca-Cola website. More than just a sign, but a real living landmark.