Coke Zero Sugar: Take a Taste
The Coca-Cola Mini Game and Zero Sugar Hunt stand out as unique AR mobile experiences, showcasing special code redemptions designed for Coke's 2022 campaign. This activation revolves around winning virtual games, seizing a Coke from fellow players, and exchanging it for a real can of Coke. Collaborating with acclaimed British illustrator Jack Teagle, we've meticulously crafted visually stunning characters and game environments, elevating the overall gaming adventure.
Role - Art Director
Understanding client's needs and expectations
Following client's brand guidelines and campaigns visuals
Setting art direction for the gameplay
Onboarding creative team members
Creating design system and UI
Managing timeline and asset tracker
Coordinating creative team of graphic designers and motion designers,
Collaborating with developers, audio designer, illustrator, project managers, creative directors, producers to ensure the best results
Overseeing, reviewing and approving final results
The Execution
Hide ‘n’ Take is a cheeky mobile browser game that puts a playful spin on hide and seek. Players race to the top of the fridge to snag their can of Coke Zero—all while dodging obstacles and avoiding getting caught.
The game spans three levels, each themed after a different refrigerator shelf, with food-shaped obstacles designed to challenge players. We partnered with British illustrator Jack Teagle, incorporating his vibrant #TakeATaste campaign visuals to bring to life a fun, animated cast that captures the cravings of Coke Zero lovers.
Replayability was key to our design. We wanted each player to enjoy a unique, engaging experience while maintaining the game’s brand identity. To achieve this, we developed a performer platform tool that maps and assembles game components differently for each user, ensuring a fresh version of the game with every playthrough.
Balancing the game’s difficulty was a challenge, but by collaborating across the team, we found the perfect mix of complexity and fun. Our approach allowed us to quickly test new parameters while keeping the user and creative visions in mind.
For even more mischievous fun, we introduced the Security Can—a smart Coke Zero can that’s designed to catch sneaky thieves in the act. Equipped with a motion-detecting security camera and Wi-Fi connectivity, this innovative can allows Coke Zero fans to live-stream and keep an eye on their favorite beverage at all times.
The Results
With each playthrough of Hide ‘n’ Take, users felt the rush of sneaking to claim their can of Coke Zero, dodging quirky, food-inspired obstacles in a fast-paced race to the top of the fridge. The game’s nostalgic, arcade-inspired design—with a dash of mischievous humor—created an engaging, addictive experience that kept players hooked. By combining the heart-pounding tension of a heist movie with the charm of a retro platformer, we captured both the excitement of the chase and the joy of winning.
The viral success extended beyond the game, with the Security Can creating a buzz among fans and social media influencers alike. The first-of-its-kind, this smart Coke Zero can featured a built-in motion-detecting camera and Wi-Fi connectivity, allowing fans to live-stream footage as they protected their beloved beverage from would-be thieves. This playful twist resonated deeply with Coke Zero lovers, elevating brand loyalty through a perfect mix of tech innovation and fun.
The virality of both the game and the Security Can speaks to the powerful connection between Coke Zero and its fans. Our focus on creating an interactive, replayable experience—while tapping into the cravings and playful spirit of our audience—has led to a long-lasting engagement that keeps Coke Zero at the forefront of their minds (and fridges).
