Designing the Experience of Saying Yes
Overview
During my time at Ogilvy Sydney, I helped lead the creative rollout of Coca-Cola’s launch of Coke No Sugar under the “Say Yes” platform. Working with one of the world’s most iconic brands was both an energising and high-pressure opportunity, where global brand systems, playful creativity, and emerging digital touchpoints came together to shape a national activation campaign in Australia.
The problem
Coca-Cola Global provided strong brand assets and strict guidelines, but the challenge was translating this into something that felt locally relevant, culturally resonant, and behaviourally effective for an Australian audience. Beyond awareness, the goal was to turn curiosity into action and drive people to physically try Coke No Sugar in a way that felt effortless, engaging, and connected to everyday media moments.
The idea
The idea was to transform sampling into an interactive journey that blurred the line between media and real-world experience. Instead of a traditional call-to-action, audiences could engage with the campaign through unexpected entry points such as Shazaming the TVC, interacting with out-of-home creative, or clicking through digital ads. Each path led users seamlessly toward a redeemable, one-time dissolving digital voucher, turning the simple act of getting a free Coke into a moment of playful digital theatre that reflected the “Say Yes” spirit.
My role
I worked as a Graphic Designer within the Ogilvy Sydney team, helping to shape and lead the creative execution of the digital experience. My role focused on designing the look, feel, and flow of the sampling journey, ensuring every interaction felt intuitive, engaging, and unmistakably Coca-Cola. I was also responsible for translating global brand assets into a locally relevant digital experience, while collaborating across teams to ensure consistency with broader campaign activations, including large-scale out-of-home executions and launch events.
The solution
The final experience brought together digital interaction, physical sampling, and cultural moments into a unified campaign that felt both playful and seamless. The sampling journey guided users from media touchpoints into real-world redemption, with a dissolving digital voucher acting as a memorable, interactive bridge between the two. This was supported by consistent visual design that balanced Coca-Cola’s global identity with a distinctly Australian energy.
Across channels, from digital ads to high-impact placements like the Pitt Street Mall refrigerated panel and live launch events featuring Kelly Rowland and local influencers, the experience maintained a cohesive and uplifting tone. The result was over two million samples distributed nationwide, strong audience engagement, and a campaign that demonstrated how global brand systems and thoughtful digital design can come together to create joy at scale.