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D&AD (Design & Art Direction): Creativity Works

D&AD, an educational charity that represents the global design and advertising communities, is famous for its annual awards given for outstanding creativity.

The Creativity Works programme features case studies from the Awards, demonstrating that creativity does indeed work commercially.

I wrote the Creativity Works case study about Coca-Cola, North America. There, the Creative Excellence team commissioned ad’ agency Weiden + Kennedy and design consultancy Turner Duckworth to relaunch the world’s most valuable brand through new advertising as well as a fresh identity and packaging. By taking Coke back to its core values and expressing them in contemporary ways, they revitalised the brand, making it more dynamic and appealing to consumers. Such was the success that the ‘Open Happiness’ ad campaign and new identity have gone global.

Advertising and packaging

© Text: Hester Thomas. Website design: Creative Ampersand