It might be considered a little sad that the brands that are so famous they can run ads using just tiny pieces of their assets (no logo, no branding) are a fast-food company, McDonald’s, and a soft drink company, Coca-Cola. Or perhaps it just says a lot of good things about the body of fame-building advertising each one has built.

 Coca-Cola and WPP Open X have just launched Shadows, celebrating the 110th anniversary of the brand’s glass bottle, by presenting it as a shadow in OOH and DOOH ads – clearly recognisable as Coca-Cola.

McDonald’s has run many campaigns highlighting its popularity – or “being part of culture” as it would prefer its recognisability to be known. The latest campaign uses ECUs of its breakfast menu.

Coca-Cola has already hidden its logo, removed it logos, removed everything, and twisted its logo.

Now Coca-Cola’s Shadows campaign is meant to herald the arrival of spring and eventually summer, illustrating some of the season’s greatest shared moments – a reflection in a pool, a shadow on a patch of grass, and on sunlit tiles – made even better with a Coke. In DOOH, a shadow will react to the movement of the sun throughout the day, highlighting that Coca-Cola is the perfect accompaniment throughout the day.

The Shadows OOH campaign  is running through April in UK, Belgium, Denmark and Germany.

The campaign was developed by WPP Open X, led by Ogilvy UK supported by EssenceMediaCom and VML Berlin.