In an age of screens and scrolling, Coca-Cola wanted to bring back something timeless: the joy of sharing a meal. With its “Frame the Magic” campaign, the brand didn’t just advertise—it invited people to pause, connect, and commemorate the moments that matter. By placing physical frames in dining spaces and encouraging families to “frame” their mealtime memories, Coca-Cola turned everyday rituals into emotional landmarks. It was a campaign that didn’t sell a drink—it celebrated the people who drink it together.
Campaign Overview
Developed by DAVID Miami and launched across Argentina and the United States, “Frame the Magic” was a multi-platform initiative that blended outdoor installations, social storytelling, and emotional film. Coca-Cola placed beautifully designed frames in homes, restaurants, and public spaces—each one inviting people to capture the magic of shared meals. The campaign was supported by a short film that highlighted the contrast between digital isolation and real-world connection, showing how simple acts like eating together can restore joy and intimacy.
The visual identity was warm, nostalgic, and human. The frames weren’t just props—they were symbols of presence, attention, and love.
Campaign Objective
Coca-Cola’s goal was to reignite the emotional warmth of shared meals, especially in a world where digital distractions have eroded face-to-face connection. The campaign aimed to position Coca-Cola not just as a beverage, but as a catalyst for togetherness. By encouraging people to frame their mealtime moments, Coca-Cola sought to reinforce its brand promise: real magic happens when we’re together.
Execution
Physical Frames: Coca-Cola installed custom-designed frames in dining areas to encourage people to capture and celebrate shared mealtime moments.
Emotional Film: A short campaign video contrasted digital disconnection with the joy of real-life connection, reinforcing the message that magic happens offline.
OOH Activations: Outdoor placements featured real families and friends framed in moments of laughter, storytelling, and togetherness.
Social Media Integration: Users were invited to share their own “framed” mealtime memories using campaign hashtags, creating a wave of user-generated content.
Cultural Relevance: The campaign leaned into local traditions of communal eating, making it feel native and resonant across different markets.
Brand Impact
“Frame the Magic” reinforced Coca-Cola’s identity as a brand that celebrates human connection. It resonated with families, couples, and communities who saw their own lives reflected in the campaign. The initiative strengthened emotional recall and positioned Coca-Cola as more than a product—it became a presence at the table. The brand earned praise for its sensitivity, simplicity, and relevance in a digitally fatigued world.
Results
The Coca-Cola Frame the Magic Campaign delivered strong results, with over 400 billboards created from real meals and execution rolled out across 16+ countries. The campaign successfully elevated mealtime engagement, increasing it to match the current global average, showcasing Coca-Cola’s ability to blend personalization with global scale.
Lessons Learned
“Frame the Magic” teaches us that rituals matter. In a world of constant noise, brands that help people pause and reconnect earn deeper loyalty. The campaign also shows the power of symbolic props—a simple frame became a portal to emotion. Another key lesson is that emotional storytelling doesn’t need spectacle. When the message is true, the medium can be quiet.
