Creative Showcase

CLIENT Coca-Cola, Atlanta, GA

AGENCY Driving Impressions, Seattle, WA

Coke is transforming some of its fleet of tractor trailer trucks into moving billboards to promote fridge packs of Diet Coke with Lime, as well as the Coke “Real” campaign. More than 100 trucks are outfitted with changeable fleet graphics systems with full-color designs that can be updated and changed in a hurry.

The initial contract for the designs is valued at $500,000, but is likely to exceed $5 million over the course of the five-year deal, said Ron Wittenberg, founder of Driving Impressions, which provides the graphics systems.

The rolling billboards are on the road in Atlanta, Chicago, Denver, CO, Sante Fe, NM, and throughout Florida, Louisiana, New York and New England.