From Intangible To Drinkable: Bringing A First-Of-Its-Kind Billboard To Life

If you happened to be at the NCAA Men’s Final Four, Hangout Music Festival or the Coke Zero 400 this summer, you likely spotted the Coke Zero drinkable billboard. Standing 26 feet tall by 36 feet wide, that puppy was hard to miss.

 

If you happened to be at the NCAA Men’s Final Four, Hangout Music Festival or the Coke Zero 400 this summer, you likely spotted the Coke Zero drinkable billboard. Standing 26 feet tall by 36 feet wide, that puppy was hard to miss. IMG LIVE had the unique opportunity to help bring the billboard to life by managing its development, fabrication and implementation at this summer’s events. Looking back now, It’s hard to believe that at the start of 2015 this glorious spectacle, this 23,000 pound liquid performance was just a glimmer in a young creative’s eye.

When IMG LIVE first heard about Ogilvy & Mather’s imaginative concept for the Coke Zero drinkable billboard, it was just that, a concept. Turning idea into actuality by building what’s never been built would prove to be quite the collaborative feat. The fabrication brief IMG LIVE worked with Coca-Cola and Ogilvy to create was unnapoligetically challenging with its stipulations: Highly stylized liquid and straw dynamics. Custom lighting. 100% programmable. Transportable and adaptable. The list goes on…Ultimately, IMG LIVE selected Specialized Mobile Exhibits (SME) to engineer and fabricate the billboard. The massive mechanical marvel most vendors claimed would require 4-6 months of work, our team pulled off in just under 15 weeks. Was it worth the hard work? Do creatives drink craft beer in their skinny jeans? (Yes, the answer is yes.)

With design aesthetics marrying Coke Zero brand intrinsics with sleek, urban industrial appeal, 4,500 feet of straw tubing spelling the words “Taste It”, and the capability to deliver 5,000 samples in one day, the drinkable billboard proved just as impressive in execution as conception. Thousands have been entertained watching the liquid flow from the billboard’s massive bottle through the illuminated straw into a 7-valve dispenser of Coke Zero for them to sample. What they may not have seen is the sophisticated web of 75 valves, eight manifolds, four high-pressure pumps and 16 sensors that worked in unison to create this seamless 6 minute show of liquid dynamics. See how it all came together in the video above.