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They’re so closely related, they’re practically synonymous. But in all the years Coke has made campaigns for summer, they’ve always shown the mom-approved version of summer–not the summer teens actually have–gritty, real, and a little bit dangerous.

So for summer 2017 we partnered with Lance Acord and Park Pictures to prove that teens have the hottest summer and ice cold Coca-Cola is the perfect refreshment to go with it.


For the print campaign we wanted to show the stuff no one else shows. We wanted to show the real, gritty, sweaty summer that teens live in.

Photographer: Guy Aroch