Coca-Cola Australia has unveiled a refreshed look for Sydney’s iconic Kings Cross Coke sign, celebrating 50 years of connection, community and unforgettable moments. Created by WPP Open X, led by Ogilvy Australia with support from Hogarth, the new campaign titled ‘On the Steps’ captures the simple joy of human connection at one of the city’s most recognisable landmarks.
Building on the brand’s earlier ‘Meet Me at the Coke Sign’ platform, the updated work highlights the everyday interactions that unfold beneath the glowing billboard. Shot by acclaimed street photographer Sam Ferris—who has documented Kings Cross for more than a decade—the hero image depicts a quiet, intimate moment between two people, reflecting the character, energy and lived stories of the neighbourhood.
For Coca-Cola, the Kings Cross sign has long been more than an advertising icon. Over five decades, it has illuminated key moments in Sydney’s cultural history—from celebrating marriage equality to supporting the Matildas during the FIFA Women’s World Cup. Marketing leaders Martyn Ferguson and Kate Miller say the refresh is both a tribute to the community and an invitation to continue shaping new memories under its red glow.
To mark the anniversary, Coca-Cola has added a QR code to the billboard, allowing passers-by to share their own “Meet me at the Coke sign” stories. Thousands of locals and visitors have long used the sign as a meeting point, and the brand is now collecting the many personal moments—first dates, reunions, nights out—that have made the landmark an enduring symbol of connection.
Among these stories is Michael’s, a man who moved from Port Macquarie to Kings Cross in 2007 and found belonging beneath the neon sign. It was there he met his partner Björn, beginning a love story forever tied to the Coke sign’s warm glow. As the billboard celebrates 50 years, stories like Michael’s reflect why the Kings Cross Coke sign remains a cultural beacon—one that continues to unite people, inspire memories and shine brightly over Sydney’s ever-evolving heart.
