The “We8″ side of Coke
As part of its Olympics campaign Coca-Cola has launched We8 a collaborative project that brought together eight artists from the East and eight musicians from the West side of the world. The idea is a collaboration to create a bottle and a track inspired to values Coke believes in.
I have contrasting feelings about this campaign. A part from the fact that there isn’t anything you in this idea, I have also the feeling that the end result of the collaboration is not as good as it could have been. What I mean is that the bottles look quite ugly and most of all very fake, since they are only 3D models and not real glass bottles.
I know we all do collaborations and we give products to artists to see how they re-interpret them. So I haven’t got anything about collaborations in general, but here even if Coke had a good idea to start with, in line with its brand and with the Olympic message, I think they didn’t fully exploit the concept. Even digitally, the site just look like a window where the product is showcased. Emotions and interactions are simply not there. What a pity