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WE8
The Concept: Foster cultural and artistic exchange between artists from around the world, to express the global connections embodied in the Beijing 2008 Olympic Games. The Project: In recognition of the world coming together for Beijing 2008, Coca-Cola invited global artists to jointly depict what this monumental occasion means to them. Through a unique collaboration, eight of China’s most-exciting visual artists (individual graphic designers and design teams) were creatively united with eight progressive musicians from various countries to interpret -- through the sharing and expression of eight themes -- the ideas and passions that connect people. The Creative Product: The result of the artistic bridging of cultures is a new “WE8” series of eight highly stylized, aluminum contour bottle designs for Coca-Cola by China’s leading forces in graphic arts. And for each limited-edition bottle design -- all inspired by themes from the “Coke Side of Life” brand marketing campaign -- a talented musical artist has composed a companion song. The new designs and soundtracks celebrate the infinite possibilities when the doors are flung wide open -- from culture to culture -- and the talents of visual artists and musicians are combined to create one whole new world living on the Coke Side of Life. The project title WE8 draws from the idea of artistic collaboration by West and East around eight themes from the Coke Side of Life platform. Learn more about WE8 by visiting the links on the right. |
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