It's a phrase that makes creative stomachs turn: slice-of-life photography. Thankfully, our friends at Coca-Cola wanted nothing to do with that. But they did need a library of photography -- for print, out-of-home, in-store, digital display and more -- that celebrates everyday moments and turns the mundane into the memorable. It started with a handful of shots for their 8 oz. can. They liked it so much they extended it to the entire brand -- and to support a broader campaign showcasing the pairing for Coke and meals.
This work was created by Fitzco//McCann, our highly-energetic, stand-alone unit devoted to Coca-Cola North America, which combines Fitzgerald & Co's strategic smarts, creative fire-power and face-to-face brand management on the ground in Atlanta with the global reach and depth of experience of McCann Worldgroup. And is networked with hundreds of passionate people working on Coca-Cola across 56 countries.
Coca-Cola is one of McCann's largest global clients, and in just a few years, Fitzco//McCann has grown to be one of their key creative agency partners in the U.S.