Hasta La Creative!

In an effort which marks the agency’s first work for the brand since winning the account last year, Ogilvy & Mather New York created a drinkable billboard and television commercial for Coke Zero as part of the brand’s sponsorship of the NCAA Men’s Final Four this weekend.

The billboard in question is a 23,000-pound structure at White River State Park in Indianapolis, where the Final Four games are taking place. Coke Zero flows from a giant bottle, through a straw spelling out the words “Taste It” and then travels to a sampling area complete with six fountain spouts where visitors can grab themselves some refreshment. It’s not the first drinkable billboard or the most useful, but it’s certainly an attention-grabbing stunt.

The “drinkable commercial,” meanwhile, offers slightly more delayed gratification. “This is a drinkable commercial,” the voiceover announces, before prompting viewers to “Shazam now to drink it.” Viewers who use the app can then receive a coupon for a free 20-ounce bottle of Coke Zero by first watching a Shazam ad of the beverage slowly filling up a glass.

We’re told Ogilvy New York is in full-on celebration mode, holding a special meeting in honor of the campaign’s launch.