You Must Love Coke
Making brand memory do the work where rival colors made direct presence impossible.
The Fresh Problem
In football stadiums, the rival club's colors are unspoken law. A red brand simply could not appear — the one asset the brand had spent a century building was the one asset the environment forbade.
The Move
Optical illusions carrying zero red pixels were placed in the stadium. The red appeared only in the viewer's perception, completed entirely by the memory fans already carried of the brand.
Why It Worked
Decades of distinctive-asset investment became the media. The brand was present without being displayed — proof that memory built over time is an operating asset, not a nostalgia line in a deck.
CCO · VML Brazil · 2026
Work led by Eduardo Marques as Chief Creative Officer or Executive Creative Director over a 31-year career. This is the founder’s body of work, not a ROCKMILK client roster — what carries over is the pattern, and the judgment that found it.