Coca-Cola Australia has launched a new look for Sydney’s iconic Kings Cross Coke sign, which is said to represent the “simple joy of connection”. 

Building on Coca-Cola’s ‘Meet Me at the Coke Sign’ campaign, which invited people to share their stories of meeting at the sign, this new work celebrates the human connections that unfold there every day.

Shot by renowned street photographer Sam Ferris, the hero image shows a quiet moment between two people beneath the sign. It’s said to reflect the “energy and character” of the area, capturing moments designed to feel familiar and engaging. Titled ‘On the Steps’, the image was created by WPP Open X, led by Ogilvy Australia and supported by Hogarth. 

Coca-Cola South Pacific Marketing Director Martyn Ferguson says the sign has been a fixture in Kings Cross for over 50 years, witnessing countless memories along the way.

“From celebrating love during the marriage equality vote to turning green and gold in support of the Matildas at the FIFA Women’s World Cup, it has been part of some truly unforgettable moments,” he says.  

“This beautiful, creative refresh is the latest addition to the memories made around the sign and Coca-Cola extends its gratitude to the people of Kings Cross and the city of Sydney for embracing it.” 

WPP Open X Creative Director Anthony Campagna says Coke’s always been about connection. 

“It’s the small, human moments that bring people together and make everyday interactions feel meaningful,” he says. “That’s what this image brings to life.”