In a bold departure from digital-driven campaigns, Coca-Cola has unveiled “Local Royalty,” spotlighting unsung heroes through hand-painted portraits. Four local business owners—from a pub, a corner shop, a café, and a fish and chip shop—are immortalized by artists known for painting British royalty like Queen Elizabeth II and King Charles III. These community champions are celebrated as modest champions of community life, offering them the regal acknowledgment traditionally reserved for nobility.
Coca-Cola Business Heroes and Their Impact
Rhona Stephen, Coca-Cola Great Britain‘s senior director of communications, emphasizes the often-overlooked role of independent business owners, stating, “These are the places where local life happens, and their contribution deserves recognition. Local Royalty aims to celebrate them through the esteemed lens of official portraiture, elevating their everyday impact to a status they truly deserve.” By highlighting these influential figures, the campaign aims to provide a spotlight on their significant contributions, which are sometimes overshadowed in digital marketing narratives.
This artistic tribute, showcased as part of a free public exhibition at London’s Saatchi Gallery from October 28th to November 1st, merges classical portraiture with contemporary advertising, underscoring the lasting influence of analogue artistry in a digital era. This portrait campaign effectively combines the timeless appeal of traditional art with the innovative spirit of advertising, further cementing the place of coca-cola portraits in the public eye.
For more intriguing art transformations, explore powerful art as a catalyst for change at the Nasher Museum.
Source: creativebloq.com
Frequently asked questions
What is the Coca-Cola ‘Local Royalty’ campaign?
‘Local Royalty’ is a Coca-Cola campaign that spotlights unsung heroes through hand-painted portraits created by artists who have also painted British royalty. It focuses on celebrating local business owners as community champions, presenting them with regal acknowledgment traditionally reserved for nobility.
Who are the subjects of the Coca-Cola portraits?
The subjects are four local business owners from a pub, a corner shop, a café, and a fish and chip shop, who are recognized as community champions.
Where will the Coca-Cola portraits be displayed?
The portraits will be showcased as part of a free public exhibition at London’s Saatchi Gallery from October 28th to November 1st.
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