Simon Kraft


Art Director

Take it lightly


Coca-Cola Light has seen declining sales in recent years and was in great need of a rebranding and new positioning. We were tasked with creating a concept and campaign for Cola Light that could attract more people to try the new flavors.


"Why choose Coca-Cola Light?" you may wonder; we decided to position Light as for those that see things differently. In a lighter way. You don't see problems but choose to "Take it lightly." From this idea, we created a parallel world with director Fredrik Bond comparing how life would be if one takes, or doesn't take, life lightly in a relationship.

Clio Awards – Film shortlist

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