We created something with more potential than a campaign, with no end date, and no set amount of commitments or projects.

We created a mindset. One that would drive real progress, both inside and outside of the business.

Never Settle is The Coca-Cola Company’s ‘Just do it’. A powerful expression of what they stand for. An impatience to do more, do well and do good for the planet and people on it.

This core thought connects a global point of view with multiple local projects on the ground which shows the action behind the big ideas. With their focus in three areas, The Coca-Cola Company can have the most positive impact – Water, Waste and People.

To show the seriousness of these intentions, we needed a puncture moment to epitomise this new spirit and shake current brand perception bringing to life a brutally honest admission: ‘It’s not enough to make drinks. We need to make a difference’.

Across a series of films, social posts, PR and out of home activity, we created a pool of content representing projects that exemplify this spirit. And this is just the start.

Today, Never Settle is the official CSR message platform for The Coca-Cola Company, adopted globally after initial European success. But when you Never Settle, there’s always more to do.<