Coke Side of Life
Brief
Work as an integrated team with advertising and media buyers to create a memorable event on the South Bank to celebrate summer, bring to life the Coke Side of Life visual identity and establish positive messages around the brand.
SolutionOur Consumer team worked in conjunction with the ad agency to secure the involvement of the pop art movement’s leading light, Sir Peter Blake, who was persuaded to turn his vision of ‘Summer on the Coke Side of Life’ as a giant 20' collage, constructed live on the South Bank. Lexis worked across the board on the project, from developing the concept and managing Sir Peter, to commissioning time lapse film footage of his work and a producing documentary of the whole event. We managed a robust on- and offline media relations campaign (including 3 separate targeted photocalls) to generate awareness and drive attendance on the South Bank across the week long event.
ResultIn total to date (the week of the event), Lexis has generated over 50 pieces of coverage, amassing a circulation of over 40,000,000. We’ve swept the board and achieved coverage amongst others in the following: Channel 4 News, BBC Radio Five Live, Smooth FM, LBC, BBC Radio London, BBC Radio Four, DPS in the Independent, Metro, London Paper, London Lite and Time Out.