All around the world, football rivalries run so deep. Especially when the rivalry is RED vs BLUE. So how could Coca-Cola show its iconic red to fans who only want to see blue?

Inside blue stadiums, we placed billboards with no red at all. Using an optical illusion, fans' brains filled the color in automatically. Showing the world that when your mind fills in the red, it means one thing: you must love Coke.