Coca Cola / 2026
Immortalising PNG’s rugby league legends
Background
As part of their sponsorship of the World Cup, Coca-Cola was launching football campaigns worldwide. But in Papua New Guinea, where most people wouldn’t recognise Lionel Messi if he sat beside them on a bus, we knew a football-focused campaign wouldn’t cut through.
Our Services Used:
Strategy
Navigate complexity and unlock growth with future-ready strategy.
Creative & Design
Bold ideas, beautifully crafted-creativity that drives real results.
Production
End-to-end content creation delivered with precision, speed, and creative excellence.
Social
Spark engagement and build vibrant communities with data-driven social solutions.
Media
Maximise impact with agile, targeted media strategies and transparent results.
Our Solution
We said “nup” to the World Cup and celebrated rugby league instead—a sport PNG actually loves. After all, PNG is the only country on Earth that recognises it as its official national sport. Partnering with the Digicel ExxonMobil (DEM) Cup, we immortalised their biggest starts on limited-edition cans.
Eight defining moments were transformed into series of hand-illustrated collectable cans. Working with a comic book artist, the players were re-imagined in a superhero-like style,
with Coke’s iconic colour palette unifying the designs.
AR technology brought the illustrations to life, turning the cans interactive experiences
that people could view from anywhere by scanning their Coke.
A TV spot featuring passionate PNG rugby fans going through all the highs and lows that
a rugby match puts you through was produced to announce the partnership and reveal
our cans.
Results
Since launching in June 2026, we have seen
- 29.6M impressions
- 147k link clicks
- engagement rate of 61%
- view rate of video content of 44%
- 1.27M post engagements
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