Vermeer’s ‘Girl With A Pearl Earring’ Serves Real Coca-Cola Bottles From 3D Sign

Fancy having a Coca-Cola served to you by Johannes Vermeer’s Girl with a Pearl Earring? Now, you can have the famous art subject send the soda down to you as the star of Coca-Cola’s newest campaign.
 
The 3D advertisement board is part of the company’s Masterpieces campaign and its Real Magic marketing platform, which recently debuted a spot where different famous paintings in a museum—including Vemeer’s most well-known piece—were tossing around a bottle of the soda until the Girl with a Pearl Earring reaches out of her frame and places the drink beside an unsuspecting art student.
 
The new billboard follows the same story in the video, except now, travelers at São Paulo’s Guarulhos International Airport can actually receive a bottle from the central subject of the 17th-century painting. 

The subject first emerges from behind a red curtain and grabs a Coca-Cola bottle from the right side of the display. She playfully throws and catches it before dropping it into a chute linked to an actual vending machine below the billboard. Passersby can then stop for a quick refreshment delivered straight from the iconic figure.
 
According to Muse by Clio, Ted Ketterer, director of marketing for Coca-Cola Brazil, mentions creating “magical moments” for fans by leaning into this new era where the line between technology and real life has blurred.
 
The campaign was delivered alongside a subset of Ogilvy, creative agency DAVID Miami, and out-of-home practice JCDeaux.

 
 
 
[via Muse by Clio and Marketing Communication News, screenshot via DAVID Miami]