COCA-COLA #DIfferentButSame
A campaign about support, identity, and the quiet power of being there.
The Big Idea - #DifferentButSame
Not everyone’s path is the same. But everyone deserves love on it.
The Work - A Short Film + Support Experience
This story unfolds in a film about two sisters.
But it doesn’t stop there. People can also scan a bottle to write anonymous, kind messages—
supporting strangers, friends, and families through simple words.
What We Wanted to Say
Coming out is never just about one person.
Sometimes the hardest part is the silence that follows, especially from family.
This campaign highlights the quiet support that matters most: the sister who texts. The friend who says, “I still love you.”
The moments that help someone feel seen again.
Short Film
This short film tells the story of two sisters— one estranged from home, the other still reaching out.
It’s about quiet love that bridges loud silence.
*Click to watch the video
Post-Film Call to Action
To bring this campaign into the real world, we designed a Coca-Cola bottle cap with a rainbow QR code.
When scanned, it leads to a microsite where LGBTQ+ individuals, friends, and family can write a short message of encouragement, pride, or love, and read the words others have shared.
The experience turns Coca-Cola into more than a drink. It becomes a quiet messenger of connection, and a home for support that often goes unspoken.
A place where words remind us: we're not alone.
Social Activation – Instagram & Rednote & Radio Spot
To bring the campaign onto social media, we adapted the brand’s copy into gentle, affirming posts—each one crafted to support someone mid-scroll quietly.
On Instagram and Rednote (小红书), these rainbow-toned visuals offered simple reminders: you are enough, you are loved, and you’re not alone.
Every post carried the campaign hashtag: #DifferentButSame.
REDNOTE
The campaign also extended into radio, with 30-second spots voiced by LGBTQ+ individuals.
Each one was a soft thank-you. No effects. No ads. Just gratitude.
"Thank you, Dad, for understanding me when no one else did."
"Thank you to my best friend, who told me I was still me."
They were quiet acknowledgements of the people who made us feel seen.
30s RADIO SPOTS
Note: Conceptual student work created for educational purposes only. Not affiliated with the brand.