A totem placed at the beginning of the path welcomed the public introducing the open-air exhibition. The perfect opportunity to savor a sample of Coca-Cola Zero while waiting to take part in the event.

The live event in three phases was recounted on social networks through an integrated strategy that involved influencers and institutions who received two presentation couvettes. Thanks to the appeal of limited edition products, users supported offline initiatives by producing stories, photos and videos. The community interacted with the 6 characters of the illustrations via chat on the dedicated website, while a contest offered iconic Coca-Cola products every day.

All the brand's initiatives were disseminated through an online advertising campaign on Amazon and other e-commerce sites, on which users were able to book the complete collection of limited edition bottles in a real race to the last click.