In Mexico, Coca-Cola isn’t just a drink, it’s part of the culture. For decades, its red awnings have been the roof of everyday life in changarros, taquerías, and corner shops across the country. Over time, each one faded into its own shade of red, quietly becoming part of Mexico’s visual landscape. So when the time came to replace 12,700 of them, we didn’t just take them down. We gave them a farewell.
We turned their worn out fabric into outdoor ads, posters, and one of a kind items. We celebrated the shopkeepers on social media. And we wrote a goodbye film in décimas, a traditional ten line poetic form passed down for centuries in Latin America. Because each awning told a story. And those stories deserved to be remembered.
