Coca-Cola Europe

—Make Every Rainbow Count

Agency: Grey 

Global CCO: Laura Visco

ACDs: Manu Castillo, Enrique Torguet

AD & CW: Rodrigo Domínguez, Elena Hernández, Elena Casas

Turning rainbow washing into rainbow supporting

Every year when Pride arrives most brands update their logo and dress their products with the rainbow flag. What originally was a sign of support and gave visibility to the community, has turned into rainbow washing: a one-month switch with marketing purpose that doesn’t actually help the LGBTQ+ community in most of the cases.

Coca-Cola wanted to actually make a difference and give real support. So we decided to let people turn every rainbow flag out there into a real donation to LGBTQ+ associations that fight for inclusiveness.

Turning rainbow washing into rainbow supporting

Every year when Pride arrives most brands update their logo and dress their products with the rainbow flag. What originally was a sign of support and gave visibility to the community, has turned into rainbow washing: a one-month switch with marketing purpose that doesn’t actually help the LGBTQ+ community in most of the cases.

Coca-Cola wanted to actually make a difference and give real support. So we decided to let people turn every rainbow flag out there into a real donation to LGBTQ+ associations that fight for inclusiveness.

—Coca-Cola Europe 2023

Agency: Grey

Global CCO: Laura Visco

ACDs: Manu Castillo, Enrique Torguet

AD & CW: Rodrigo Domínguez, Elena Hernández, Elena Casas

01—

Out of Home

The outdoors invited everyone to take a photo of rainbow flags on ads or products and upload them to Instagram stories with our hashtag. For every rainbow caught, Coca-Cola made a donation to different national LGBTQ+ associations, creating the first campaign that turns every rainbow into media with real positive impact.

Outdoors inviting to take a photo of rainbow flags on ads or products and upload them to Instagram stories with our hashtag. For every rainbow caught, Coca-Cola made a donation to different national LGBTQ+ associations.

02—

Social Media

Client: Coca-Cola Europe

Year: 2023

Agency: Grey

Global CCO: Laura Visco

ACDs: Manu Castillo & Enrique Torguet

AD & CW: Rodrigo Domínguez, Elena Hernández, Elena Casas