A rainbow you can actually chase across Johannesburg
Twenty years ago, South Africa elected Nelson Mandela in the country’s first-ever democratic election. This led Archbishop Desmond Tutu to coin the phrase “The Rainbow Nation,” referring to the country’s diverse people.
Now to celebrate this 20th anniversary of democracy, Coca-Cola decided to literally create rainbows. Using sunlight, water, some fancy science and a little bit of magic, they made rainbows pop up all over Johannesburg. Some rainbows even reached the ground, for those who sought to discover where they ended.
The trick: make the symbol physical
This is not a graphic. It is a phenomenon placed into normal streets. And the moment the rainbow reaches the ground, the campaign stops being something you watch. It becomes something you can follow.
Why discovery beats declaration
You are not told what to feel. You either stumble into it and smile. Or you choose to go looking for the end. That voluntary participation is what makes it feel like magic, not messaging.
In city-scale brand activations, the strongest participation comes from turning a familiar symbol into a discoverable experience people can physically encounter.
What it was really celebrating
Twenty years of democracy, expressed through a shared symbol, brought to life in the city.
Ideas worth borrowing
- Turn an abstract story into something people can encounter in the real world.
- Add a simple “seek and find” layer so curiosity becomes the call-to-action.
- Keep the explanation light. Let the experience carry the meaning.
A few fast answers before you act
What did Coca-Cola do for “Rainbow Nation”?
They made rainbows appear across Johannesburg to celebrate twenty years of South African democracy, including rainbows that reached the ground.
Why is the phrase “Rainbow Nation” used?
Archbishop Desmond Tutu coined “The Rainbow Nation” to describe South Africa’s diverse people following the country’s democratic transition.
What was the viewer experience?
People encountered rainbows in public space, and some could be followed to the ground to discover where they ended.
What is the core creative mechanic?
Transforming a cultural symbol into a real-world phenomenon people can discover in the city.