Coca‑Cola Australia's Kings Cross billboard is celebrating its 50th Anniversary with a makeover and a collection of "Meet me at the Coke sign" moments, xreated in partnership WPP Open X, Ogilvy Australia, Ogilvy PR, Designworks and Hogarth.
Since its installation in 1974, the sign has been illuminating the night sky in Kings Cross and serving as a beacon for both locals and tourists alike, with thousands of people passing by every day.
Coca‑Cola Australia marketing director Kate Miller said the brand is proud to celebrate five decades of “incredible history”.
“From first dates to epic nights out, it has truly become the cornerstone of many incredible stories of meaningful connection,” she said.
“Coca-Cola extends its gratitude to the people of Kings Cross and the city of Sydney for embracing the sign as a symbol of community and celebration.
“Here’s to 50 more years of bright memories and may the sign continue to be an iconic meeting point in Sydney.”
To celebrate the stories of Australians who have had memorable "Meet me at the Coke sign" moments over the years, Coca-Cola has placed a QR code on the newly updated billboard to allow passers-by to share their personal stories of meeting friends and loved ones at the sign.
From lighting up Mardi Gras, advocating for marriage equality, cheering on our Matilda’s in the FIFA Women’s World Cup, raising more than $100,000 for the local community and an early signpost for the annual City to Surf run, the Coca-Cola sign has been more than just advertising.
For some, such as Michael, from Port Macquarie, the sign is a lifelong symbol of love and belonging.
After he moved to Kings Cross in 2007, it became a beacon for a young gay man in his 20s navigating life in the city's vibrant heart.
"Meet me at the Coke sign" became his shorthand for connection and community, and the place where he arranged to meet his future partner Björn.
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