My Most Immortal Ad: Inseeyah Stieldorf on Coca-Cola's Thanks for Coke-Creating

In the run up to this year’s Immortal Awards deadline, jurors are selecting the campaigns that, in their minds, have stood the test of time: their 'Most Immortal Ad'.

Inseeyah Stieldorf, executive creative director and family lead at Scholz & Friends, selects a campaign which was was built entirely out of other people's devotion to the brand, proving it's iconic status.

The entry system for The Immortal Awards 2026 is now open. As always, entry is free for Little Black Book members and more information on how you can enter - and start your path to creative immortality - can be found here.

Coca-Coca - Thanks for Coke Creating

For decades, shopkeepers, bodega owners, and street artists around the world have hand-drawn their own versions of the Coca-Cola logo — imperfect, joyful, deeply local. Coca-Cola could have protected the trademark but instead, it did something far more powerful: it celebrated these recreated versions and built a campaign entirely out of other people’s devotion.

That’s what makes this campaign feel immortal to me. It isn’t an ad trying to make a brand iconic, but rather proof that the brand already is. So iconic, in fact, that strangers have been reinventing its logo by hand, unprompted, for generations.

Most brands obsess over controlling their identity. Coca-Cola understood the value of something far more powerful: cultural ownership. Because when people feel free to reinterpret your brand, they’re not just recognizing it. They’re demonstrating that it belongs in their world.

And the best part? Consumers don’t need to be convinced to love this campaign, because they’re the ones who created it.

The Immortal Awards entry system is now open and entries into competition will be accepted until September 4th 2026. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between September 2025 and 31st August 2026.

Any LBB member can enter work into The Immortal Awards. Standard and Premium members are entitled to a maximum of five entries, whilst Basic members are entitled to two.

If you’d like to enter The Immortal Awards but you’re not yet a member of LBB, sign up heretoday.

If you have any questions about The Immortal Awards or need any help with your entries, please contact us at immortals@lbbonline.com