We have just posted Coke’s ‘Open Happiness’ eboy outdoor campaign and we are more than happy about it!

Eboy Dublin outdoor ran last year and was loved by teens – in fact the response was so strong Coke posted hundreds of posters to die-hard Coke fans. Teens connected with the fact that their city was given such local relevance especially by a big global brand like Coca Cola; so with this in mind we commissioned eboy Galway, Cork and Belfast illustrations.

The job went live last November with the team (lead by myself and Matt Whitby), delving deep into the local knowledge bank; we rang the local tourism centers, we chin wagged with the local residents having pints galore in various sheebeen’s along the way!

The initial briefing document presented to eboy was heaving with local references even down to the fine print - black cabs in Belfast, Bus Éireann buses in Galway and distinctive street lights in Cork.

The creative evolved from an architectural blueprint of each city until we finally populated the cities with an abundance of happy chappy locally inspired characters and general eboy madness. Our favourite localisms are:

• Dublin: The “Why go bald” sign in Temple bar.
• Cork: The animals invading the poster from Foto Wild Life Park.
• Galway: The students in the fountain in Eyre Square.
• Belfast: The Leo and Kate reference on the Titanic.

There is a heavy weight media campaign planned for the respective cites with Golden Squares, 6 sheets, Metropole’s, Metropanel’s, phone kiosks, A2 bus cards, and Luas panels.

The campaign was localised even more by a site specific “You are here” 6 sheet variation. These sites were hand selected by the media Agency UM and the outdoor specialists Kinetic, so that specific posters with the relevant “You are here” flash were printed for the four cities. We love these!

The campaign has also been translated to run digitally and includes an interactive Bebo web-page which allows visitors to explore the posters in depth as well as win prizes. Check it out at bebo.com/coke

• In case you didn’t know e-boy are a German graphic designer team - Steffen Sauerteig, Svend Smital and Kai Vermehr. Inspired by popular culture, shopping, supermarkets, televisions, LEGO and computer games; e-boy’s imagery is colourful, funny, subversive and original. They create re-usable pixel objects and use them to build complex and extensible artwork.

Check out eboy’s blog: www.eboy.com