The best Coke ads are the ones that tell you to drink less Coke.

For once, Coke didn't want to sell more Coke, they just wanted people to drink less and exercise more to offset the calories. Dream brief, really.

So we created the “Happy Cycle” and inspired a boardwalk full of beach-goers to turn their calories into currency and pay for a Coke in a new way. People hopped on a whimsical bike and pedaled off the 140 calories in a Coke and had a blast doing it.

At different calorie benchmarks, their pedaling triggered a Coke to move through a deconstructed vending machine and catapult into the air when they hit 140 calories.