Designing the Experience of Saying Yes
During my time at Ogilvy Sydney, I had the privilege of helping lead the creative charge on Coca-Cola’s bold launch of Coke No Sugar under the tagline “Say Yes.” Working on such an iconic brand was both an honour and an energising challenge, the kind of project where big ideas, clever tech, and playful design all came together.
We received core assets and extensive brand guidelines from Coca-Cola Global, and from there, our team set out to shape the Australian activation campaign. My role was to take those global foundations and translate them into a locally resonant experience that felt both uniquely Australian and unmistakably Coca-Cola.
From the outset, I was part of shaping the sampling journey concept, exploring how we could use digital touchpoints to turn curiosity into action. The idea was simple but powerful: let people interact with the brand in unexpected ways, whether by Shazaming the TVC, responding to OOH creative, or clicking through a digital ad. That journey carried them seamlessly from media to store, where they could redeem a one-time dissolving digital voucher, a little piece of interactive theatre that made getting a free Coke as fun as drinking one.
I took the lead on designing the look, feel, and flow of this experience, ensuring every interaction felt smooth, intuitive, and distinctly Coca-Cola. At the same time, I worked across teams to align the digital design with larger activations like the Pitt Street Mall refrigerated panel, and high-energy launch events with Kelly Rowland and local influencers.
The result? Over two million samples shared, a buzzworthy campaign that sparked conversation nationwide, and a case study in how creativity, technology, and global brand assets can come together to deliver joy at scale. For me, it was a chance not just to design, but to drive ideas forward and help create something memorable for one of the world’s most loved brands.