More Than Water

Project Description

CCBSA (Coca-Cola Beverages South Africa) manufactures and distributes Coca-Cola beverages and seeks to “refresh Africa every day.”

CCBSA’s CokeVille initiative is a groundwater harvesting project based in rural and peri-urban communities. It has provided many communities with previously inaccessible water.

As the 30th most water scarce country, South Africa is facing an ongoing water crisis. The aim of the More than Water campaign was to raise awareness for CCBSA’s efforts to create access to water in underprivileged communities.

We started the thinking with very big ideas spanning across different platforms and media types. Through iteration and reviews, we landed on the strategic unlock that it’s more than just water, it’s life. We wanted to bring that idea forward and demonstrate how for many South Africans, it’s More Than Water.

We needed a logo that was recognisably CCBSA, but still gave life to the More Than Water campaign. We took the iconic Coca-Cola bottle and placed it in a drop of water to signify what the campaign was all about. The colours used are that of CCBSA and they create a beautiful rainbow gradient effect. We paired their font with one that was looser and more flowy to bring the idea of water through all elements of the logo.

The documentary was shot in Limpopo and Eastern Cape, capturing the communities impacted by the CokeVille initiative. A CCBSA representative joined the crew to provide insight to the project. Local community members were interviewed to speak on how much their lives have bettered as a result of CokeVille and CCBSA’s efforts.

The More Than Water documentary campaign was recognised as the overall winner of the Food & Beverage Category at the 2023 SABRE (Superior Achievement in Branding, Reputation & Engagement) Africa Awards. CCBSA was also awarded a Certificate of Excellence for the Southern Africa region.

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Project Description

Conceptualisation

Logo Development

Production

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