Soft drink brand Coca-Cola has unveiled a stripped-back out-of-home campaign celebrating the shape of its distinctive glass bottle as it approaches its 110th anniversary.

Developed in collaboration with dedicated creative agency WPP Open X, ‘Shadows’ has been designed to coincide with the arrival of spring and summer with sun-washed imagery.

Coca-Cola bottle shadow silhouettes variously appear across sunlit tiles, reflections in a pool and on a patch of grass, in a bid to showcase the brand as a refreshing summer beverage.

Islam El-Dessouky, global vice-president creative strategy and content at Coca-Cola, said: “This milestone anniversary marks the significance of the classic Coca-Cola glass bottle, it’s a design icon that embodies the spirit of our brand.

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“This campaign captures the Coca-Cola bottle set against vibrant backdrops, reminding us of the timeless refreshment and joy that Coca-Cola brings to every season.”

The work will run across various key European markets, including the UK, Belgium, Denmark and Germany, with the main creative being supported by digital out-of-home executions that feature the silhouette reacting to the movement of the sun.

“The Coca-Cola bottle is more than just a shape; it’s a symbol etched in our collective memory,” Jules Chalkley, chief executive creative director Ogilvy UK, added.

“Shadows is a beautiful celebration of the brand’s iconicity and a powerful reminder of joy, refreshment, and the timeless appeal of Coca-Cola.”