Coca-Cola celebrates connection with stunning new Kings Cross image

Coca-Cola Australia has refreshed Sydney’s iconic Kings Cross Coke sign with a new hero image capturing what the brand calls the “simple joy of connection”.

The new work builds on Coca-Cola’s ‘Meet Me at the Coke Sign’ campaign, which invited people to share their own memories of meeting under the landmark. Shot by street photographer Sam Ferris, the image – titled On the Steps – shows a quiet moment between two people beneath the illuminated sign.

Ferris has documented Kings Cross for more than a decade and the new artwork aims to reflect the area’s character, community and energy. The creative was developed by WPP Open X, led by Ogilvy Australia and supported by Hogarth.

“The sign has been a fixture in Kings Cross for over 50 years, witnessing countless memories along the way,” said Martyn Ferguson, marketing director Coca-Cola South Pacific. “From celebrating love during the marriage equality vote to turning green and gold in support of the Matildas at the FIFA Women’s World Cup, it has been part of some truly unforgettable moments.

“This beautiful, creative refresh is the latest addition to the memories made around the sign and Coca-Cola extends its gratitude to the people of Kings Cross and the city of Sydney for embracing it.”

Anthony Campagna, creative director WPP Open X, said: “Coke’s always been about connection. It’s the small, human moments that bring people together and make everyday interactions feel meaningful. That’s what this image brings to life.”