In this campaign, I got the chance to work freelance with Coca-Cola as a client on a simple but powerful idea: Sweden’s World Cup matchdays should become red days.
We found out that when Sweden plays in a World Cup, it doesn’t feel like an ordinary day. It feels like a national moment, something people want to pause for, gather around and be part of. So...
Our solution was Red Days (Röda Dagar), a campaign concept built on the idea that Sweden’s matchdays deserved to become official red days. Through limited-edition Coca-Cola cans, a public vote, social content and PR, we invited fans to turn their excitement into a collective demand: give Sweden the time to celebrate football properly.
I worked on the project as a freelance creative at T&P, in collaboration with Redgert Comms.
For Sweden’s World Cup qualification, I got to create a custom Coca-Cola bottle from scratch. Starting with a hand-drawn illustration in Procreate, I then brought the design into Illustrator to vectorise and refine it, making sure it felt unmistakably Coca-Cola along the way.
(This was SO FUN!! )
We gave the classic “I voted” pin a Coca-Cola twist, turning it into a bottle cap people could wear after voting.A simple way to make participation visible.
We created several pieces of social content around Sweden’s matchdays, keeping the campaign alive both during and after the games.