How could a 126-year-old brand remind people of its iconic-ness? By showing them that they only need their memories of the “Coca-Cola experience” to enjoy a refreshing Coke without even holding one in their hands. We launched the first audible visual campaign ever. It’s a series of macro photographs of iconic Coca-Cola rituals (e.g., the uncapping of the bottle) that challenge the viewer to play the sound in their head. The audience will inevitably produce this sound ourselves in their brain because years of Coca-Cola’s sensorial memory helps associate the image with the sound.