The Coca-Cola Company

March Madness

For real fans who embrace the unexpected, and need to stay refreshed to enjoy the madness all tournament long. Because fan work is thirsty work.

We were asked to leverage March Madness as a platform to drive trial of Orange Cream Zero Sugar and Coke Zero Sugar by capturing photography for use across digital, retail and out of home executions.

Giving your all for your team is as exciting as it is draining particularly during March Madness. Watching it is like a full-time job, requiring attention for weeks on end – a marathon vs. a sprint – and Fan Work is Thirsty Work.

In our approach, we wanted to drive trial of new Creamy Orange Zero Sugar and Coke Zero Sugar by unlocking the passion of March Madness fans, positioning them as the perfect beverages to uplift and refresh fans all tournament long.

We concepted, developed and led an extensive multi-day shoot with photographer Danielle Levitt featuring extensive and authentic scenarios that captured the magic, comraderie and intensity of real March Madness fandom and supported the idea that Fan Work is Thirsty Work.