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3 Degrees were engaged by Coca-Cola Amatil to produce a program of events that would enable interaction with key interstate and local customers during Melbourne’s largest and most iconic sporting event – The AFL Grand Final. The program was to centre on the 100 year celebration of Coke’s famous contour bottle.


Create an event that enabled engagement with CCA’s key customers in an entertaining yet intimate environment.

Promote the 100 year celebration of the contour bottle.

Reinforce the relationship between the AFL and Coca-Cola.


3 Degrees successfully delivered this inaugural events program which took place across four days and saw guests enjoy luxurious accommodation, travel services and once-in-a-lifetime experiences at the AFL Grand Final.

The weekend’s festivities kicked off with an exclusive dinner event at Myer’s Mural Hall, with guests indulging in a seasonal three course meal, matching CCA beverages and a stunning display of delicate desserts, complete with petit fours, strawberries & cream and Australian cheeses. 3 Degrees secured ARIA award winning Delta Goodrem for the evening, who entertained guests with an impressive medley of her most popular hits.

For the all important match day function, 3 Degrees were appointed the task of transforming a function room at the MCG into a visually exciting event space through a custom designed set build. 3 Degrees developed the concept, which incorporated the celebration of 100 years of the contour bottle, from the initial 3D design renders through to on-site execution. The concept was paired back to reflect a sophisticated design and featured large scale campaign imagery, integrated product displays and a staggering five metre LED screen displaying specifically designed branded animations. Guests enjoyed the afternoon alongside key AFL players and with a special appearance by Delta Goodrem.

A consistent event brand, using the contour bottle campaign imagery, was created by incorporating the event specific logo and style guide. The 3 Degrees design team then applied the event brand across all collateral including invitations, personalised itineraries, menus, signage, guest gifts and communications.