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Coca-Cola transcends the bottle in its latest out-of-home campaign.

The executions show Coke's logo positioned as though it was on a bottle, but the bottle itself is nowhere to be seen. This is accompanied by the tagline: "Feel it."

Launched alongside print and social media activity across central and eastern Europe, the work was written by Stefano Zanoni and art directed by Roberto Ardigò.

Last week, Coca-Cola unveiled its new brand purpose, "Unite and uplift".