Design

A Flush Rush

Bathroom environmental graphics lure Japanese caffeine junkies.

Published

14 years ago

March 12, 2010

Signs of the Times March 2010 Issue

Coca-Cola sought to exploit Japan’s growing interest in snowboarding to advertise its high-caffeine, high-sugar Georgia Max canned coffee. However, the behemoth company selected a rather unusual venue: bathrooms at Japanese ski resorts. Its upstart ad agency, Tokyo-based Tugboat, devised a Georgia Max campaign that features resort bathrooms decorated to simulate the appearance of snowboarding half-pipe. The project is a continuation of an earlier Georgia Max campaign that transformed winter-resort “facilities” into a ski-jump vista.

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