Coca Cola - Pure as Sunlight

For this project in the ILLU-503 Illustration Strategies class at SCAD, we were the artists tasked with creating a billboard ad for Coca-Cola's “latest rebrand.”  We could choose from any of the brand's previous taglines to develop a playful illustration in our own style.  I chose "Pure as Sunlight" from 1927, and my idea was to view it in terms of time.  We only have so many hours in a day to achieve our goals and live life to the fullest, so we need to use the sunlight each day wisely.  Enjoying experiences is one of the purest forms of happiness, and it makes us feel like we've made the most out of each day.  By researching some of their most iconic elements, such as the polar bears, I created a playful scene highlighting a fun experience and making the most out of each day.  The polar bear in the composition is sitting in the snow after a long day, as depicted by the sunset, contently enjoying a Coca-Cola to emphasize the fulfillment of doing something exciting and achieving a goal with a full day.