Fizz or Sizz
Brand: Coca-Cola
Agency: Grey
Role: Art Director
Agency: Grey
Role: Art Director
Every food pairing in advertising history has been sold through eyes. Slow-motion pours. Perfectly grilled everything. Two products sitting next to each other looking delicious. It works. It's also been done ten thousand times. So we closed everyone's eyes and asked them to listen and made it a game. One sound clip a day on X. One question. Sizz or Fizz? Get it right, win a free Coke. Get it wrong, argue about it all day. Japan did both.
The campaign also included a radio series recorded by the same artist behind the original Japanese spots, now translated into English. Four sound-first pieces that prove the concept works just as well without a single image.
