SodaStream Print Ads >

The Brief: Convince consumers that great Cola taste doesn't necessarily mean big Cola brands.

The Solution: SodaStream has a history of going after big Cola companies as part of its strategy of getting noticed. Having this strategy in mind, I thought it would be a good idea to 'borrow' one of Coca Cola's most dominant campaigns, the polar bears, and recreate it for SodaStream. I found it ironic that one of the biggest polluters in the world is using one of the most endangered species as brand ambassadors. Being that SodaStream is the most sustainable brand, it was an obvious choice to 'hijack' the polar bears.
In the featured ads, I've liberated the bears from the dark night they were featured in for Coca Cola, and brought them back to daylight happiness. The idea - the polar bears are fed up with Coca Cola's cynical misuse of them as brand ambassadors. They've decided to quit their day job and join SodaStream.

The outcome: This campaign was never published, but it's one of my favorite projects on my portfolio.