Coke Refreshes Iconic Kings Cross Sign in Sydney

Coca-Cola Australia has launched a new look for Sydney’s iconic Kings Cross Coke sign, which represents 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 iconic Coke sign.

Sam has documented the area and its community for over a decade, the image reflects 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.

Martyn Ferguson, marketing director Coca-Cola South Pacific, said, “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.

“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,” he said.  

Anthony Campagna, creative director WPP Open X, said, “Coke’s always been about connection. It’s the small, human moments that bring people together and make everyday interactions feel meaningful. That’s what this image brings to life.”