Coca-Cola asked come up with an activation idea for the festivals under their umbrella campaign: Destinations. We challenged them to step out of their comfort zone and to follow us in a more mature and layered festival idea, targeting a more mature audience.

At the festival we want to be the place where you can come home. Your home away from home. At the crossroad of different cultures and nationalities ho(s)tel embodies everything that breaths (new) friendships, cool spaces, unique services and experiences.

So we created our own hostel on the festival: The Coca-Cola Red Lodge. Use your empty Coca-Cola bottle as a currency to buy services, goodies and experiences.

Client: Wasserman Benelux
Brand: Coca-Cola
Project: Red Lodge
Work: Strategy, creative direction, project development.