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It’s Not Your Fault

Coke Zero

Issue 27 | June 2013

Background

Coke Zero recognised that there are times when men do wrong. Filling out brackets instead of working, playing video games and forgetting to pick up the in-laws from the airport, putting off chores to watch basketball, the average Joe cannot help but do these things.

Coke Zero wanted to let him know it was not his fault. The campaign set out to educate him, and the world, that distractions were designed to be distracting.

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