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
While it’s not my intent to promote the WE8 bottles, I would like to point out that these are actually collectible bottles that will be available to redeem on My Coke Rewards starting on August 8th.
I can only assume (and hope) that these will look better in a non-digital medium.
This is awesome stuff! We love the concept - even more, we’re thrilled to see Serge Devant in the mix on this one!
The Happiness one looks pretty depressing, and the Healthy World isn’t doing too well
I’ll take the Individual Perseverance one!
Question: how would one pronounce ‘WE8′? As in ‘weight’? Doesn’t seem they gave it a lot of thought.
Otilia to answer your question WE8 refers to “West meets East” with eight being the number of artists commissioned for collection.
Sounds a lot like a derivative of the Beck’s Art Label and Fusions stuff.
http://www.becks.co.uk/
What a load of b**llocks.
If they wanted to promote Global Harmony and Peace on Earth they could stop raping the world of water and exploiting the vast majority of it’s workers.