Hug Cans
Award: Shortlist
Shortlist / Art Direction / Printed Materials / 2025
The Olympic Games may be the only sporting event where unity is celebrated, with athletes embracing rivals after fierce competition.
Coca-Cola shared this message—embrace difference—using its very product as the medium. The Coke Hug Cans featured a universal symbol of unity, understood by all cultures attending the event, encouraging fans to bring their cans together in a hug.
The different designs allowed endless combinations. The gesture of connecting cans in a hug unlocked rewards like exclusive content, tickets, and prizes. Special vending machines recognized it, dispensing free products
