How Coca-Cola, George the Poet and 72andSunny created 2020’s most effective ad campaign By George Nott2020-12-22T14:47:00+00:00 Earlier this year, at the height of lockdown, Coca-Cola paused its advertising for three months, the “longest ever” period of silence for the company in its history. Its marketing spend and expertise were temporarily diverted to helping its hospitality customers, and the country. Financial support and marketing mentorship was given to cafés, pubs, restaurants and hotels across the UK, while advertising space, including its famous Piccadilly Circus sign, was donated to charity partners Crisis and FareShare, to promote their fundraising messages.