One of the big winners this year at Cannes is Coca-Cola 'Recycle Me' by Ogilvy. The ads show twisted logo of the iconic brand. Twisted, crushed, mutilated. 

All the same, we can recognise the world famous logo with the aid of the white typography (albeit twisted) against the backdrop of the bloody-red background. The mangled logo was as evident as the old Neil French’s bold Chivas Regal ads that showed the unique bottle without the logo. 

The accompanying case study video showed how they crushed the cans in studio set up, with sadistic ASMR pleasure. The sound of the crushing was, for some reason deeply, satisfying. 

The brand took a risk. Just like Burger King let the Whopper become mouldy and die a slow, stinking death in a film few years ago. 

And here in I thought was a kernel of truth.

In the Bible it says, ‘Truly I say unto you, unless a grain of wheat falls into the ground and dies, it abides alone; but if it dies, it brings forth much fruit.’

Crush. Self destruct. Sacrifice. Lose sleep. Give up comfort. Crumple the first draft. Trash the second draft. Loving the ninth draft? Kill that too. 

You will unearth Gold. 

The author is founder, Titus Upputuru Company.