The Iconic Coke Bottle
You won't find this Coke bottle at your local grocer. Coca-Cola has unveiled M5, a design project that asked five design groups from five continents to "create and share visions of optimism." The result is a collection of unbranded short videos from Caviar (Japan), The Designers Republic (U.K.), MK12 (U.S.A.), Rex & Tennant McKay (South Africa), and Lobo (Brazil). These same design agencies also designed artistic renditions of aluminum Coke bottles to be released in limited-edition runs this fall at "the world's finest clubs and lounges," along with T-shirts and other merchandise from the project.
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Each agency created a 3- to 5-minute short film set to music from an up-and-coming music group.
According to Joseph Jaffe, a marketing consultant and author of Life After the 30-second Spot, the initiative is an outstanding example of the changing role of advertising."In the past, advertising has for the most part been about three things -- to inform, to persuade, and to remind," he said. "Lately it's all awareness and repetition, and not much persuading going on." Advertising plays three new roles in this initiative, Jaffe said, "to involve, to empower, and to demonstrate."
Watch films
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Caviar (Japan): Separate we are beautiful. Together we are evolution.
In this short film, Caviar collaborates with DJ and musician Towa Tei that uses the track Milky Way to illustrate that beyond looks, race or geography, what really unites us is music.
Lobo (Brazil): Boisterous Tenacity
Lobo personifies optimisim in a coming of age story in which the characters emerge from discarded junk.
The Designers Republic (U.K.): Unabashed Joy
DKR focus their exuberance on leaving you no choice but to evolve, develop and simply to love being.
MK12(USA): Change is calling: Will you pick up?
A rousing, abstract anthem that provides the perfect backdrop to a short movie about growing up without losing your innocence.
Rex & Tenant McKay
This film draws from the mythical African figure Malaika to show the world transforming into a better place.
Read Article: Coke Seeks Optimism from 'Magnificent 5' Agencies
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Read Article: Coke Reinvents the Hobbleskirt
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