Coca-Cola wanted to create an illustration that can be used in their ‘Freedom from Thirst’ campaign for their soft drink ‘Sprite’.
They provided a selection of photos of models from a photo shoot as well. This time the only creative boundaries were to illustrate the ‘refeshing’ and ‘thirst quenching’ qualities of the lemon flavoured drink.
The adverts were to be used in and around Brazil and so the image was taken into a rainforest like direction. The rainforest of course being a big part of brazil itself and a place where there was lots of water. It seemed like an obvious direction to take it in.
The wet aspect of the rainforest had a direct connection to the ‘thirst quenching’ side of the campaign and so a lot of water imagery was used. The rainforest also meant that lots of shrubbery and plant imagery in the ad could be used, meaning an abundance of the colour green, one of the main colours used in the ‘Sprite’ brand.
The Rain Forest survives by taking in as much moisture as possible to keep hydrated, so the model was made part of the forest too: turning her hair into a bush, and having various leaves growing on her for example.