Secure an older celebrity to support the latest Coca-Cola ad campaign around embracing life and ticking off bucket list items (e.g. getting a tattoo). The client were launching a tattoo parlour for the over 60’s to tie in with their ATL campaign. They initially approached BEYOND with the idea of an elderly celebrity to front a picture moment which shows a long queue of 60+ year olds, waiting in line to have their free tattoo. Supported with social posts and media interviews.


Given the budget and audience demo, BEYOND worked with the PR team to refine the idea. Recognising that a younger talent would resonate more with the target audience, we identified talent that were known for a close relationship with their grandparents – who in turn could talk about their bucket list. BEYOND secured Professor Green, who is known for his love of tattoos and his nan.