Coca-Cola | Sponsorship Campaign

∞
Objective: Leverage Coca-Cola's sponsorship of the Beijing Olympic Games by creating a tangible, cultural connection to its most promising new market—Chinese youth, the world’s burgeoning new class of consumers.

Approach: The WE8 program paired eight Chinese visual artists and eight musical artists from the West to express one of eight themes central to both the Coke brand and Olympic values—all activated at the massive “Coca-Cola Olympic Shuang (爽) Zone” and on the new touchscreen vending machines. Results: The bottles and packaged set became wildly popular and remain hot collector’s items, from Beijing to Shanghai to Shenzhen.

Scope: Research, name, logo, visual system, identity, package, bottle design (art direction), web site, motion graphics