Connect
To Top

East meets West for the Olympics in Coke WE8

With the Olympic Opening Ceremonies this Friday I thought I would take a look around at the avalanche of advertising that would accompany the games. I started with the major international sponsors and found only Coca-Cola had anything of interest with their We8/Design the World a Coke project. We8 stands for “West/East 8”. The West/East comes from them having this project be an east/west creative expression where Coke has enlisted eastern pop artists and techno DJ’s to musically interpret visual bottle designs by noteworthy Chinese artists. The 8 then comes from the fact that each design is based on one of eight different themes including peace on Earth and individual perseverance. The resulting work will be featured on aluminum collector’s edition bottles and the designs and music will also be included in an eight-city world tour.

The supporting microsite lets you see the resulting work of these artists and the ability to down the designs as wallpaper and music as ringtones. When I saw the concept I knew what was coming next and indeed found the “Design Your Own” bottle section. The interface allows you to place various color, elements and patterns on to 2 dimensional checkerboard that is then mapped to a 3D rotating bottle. I have to be honest that as I designed the bottle I was strongly reminded of PaperCritters.com that allowed you to create similar 3D objects but it launched a year ago. I also found the Paper Critters interface to be much better and ultimately more engaging as it let you design directly onto the 3D object instead of this 2D/3D interface. When you have created your bottle you can then submit it to the gallery with your name, title and description where it can then be viewed and rated by the public.

So this is one of those cases where it is good to see a strong concept that combines artists creativity with an interactive element that allows for consumer participation but because of my perspective it just doesn’t feel that fresh or breakthrough. Like it or not it is a major judgment factor for interactive design as we all have to strive to break new ground. I have seen other sites that have do the 3D object creation better and have seen concepts like this before. I am going to keep trolling through all the Olympics hype to see if anything else is worth the time and if you see anything let me know.

You must be logged in to post a comment Login

Leave a Reply

More in Design & user experience

Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

Follow Me On Instagram

 Thanks to @the_villainess for an amazing work in progress shot of the soon to be crown jewel of our collect - a huge (8' wide) commission from @tristaneaton based on the lives of @thechiclibrary and I. Can't thank him enough knowing how busy he is and I'm SO F*CKING EXCITED!!! #streetart #streetartist #streetartnyc #streetartofficial #tristaneaton #tristaneatonart #tristaneatonmural  @visionaireworld X @louisvuitton from back in the day when Kidrobot actually made art toys #louisvuitton #lv #kidrobot #visionaire #visionaireworld #monogram #louisvuittonmonogram #murakami #takashimurakami  Got a vintage @huckgee Skullleader as a new addition to the collection #urbanvinyl #huckgee #mech #robotech #robot  @thechiclibrary in full effect at New York Fashion week for the photographers tonight in @ika_editions @blackscale and @tomford #nyfw #newyorkfashionweek  Forgot to mention I got to see @huckgee new Skullhead mech work in progress which I think is one of the best pieces he has ever done. I already put in dibs on at least one. #huckgee #huckgeeskullhead #urbanvinyl
 Extremely honored to have been chosen by @ghoshal and @erondu to join 25 design leaders from AirBnB, Uber, Facebook, Slack, Google Ventures, IDEO and more for High Resolution, a 25 episode video series on design. Look for my episode focusing on creativity and leadership coming soon. @highrespodcast #creativity #leadership #design #podcast  Spent the morning with @the_chris_buck new book Uneasy which is a fantastic look at the work of one of the most creative people I know. Get your copy at chrisbuckuneasy.com #chrisbuck #photography #photographer #portraitphotography #portrait #portraits  Some days I feel like I should wear this @huckgee armor to work. #huckgee #urbanvinyl #mech #armor #toy #kidrobot #dunny  If you listen to The #CrazyOne podcast you have @lukewessman to thank for it. He gave me the push to finally launch it and it was one of the best decisions I've ever made. He is a constant inspiration, someone who makes me want to be a better man and I always feel lucky to count him as one of my friends. Thanks for the support brother. #crazyones #lukewessman #tattooartist #lag #crazyone  @nychos under scaffolding in Haight Ashbury #streetart #streetartist #nychos #streetartofficial #streetartsf
 A pile of pugs and a @steelers blanket - what else do you need on a day off? #pug #pugs #pugsofinstagram #steelers #yinz #burghproud #herewegosteelers  FYI - it's pronounced 'art' not 'toy'. These @huckgee pieces are hand made and can take up to a year to produce. #huckgee #robotech #mech #robot #urbanvinyl  Happy Valentines Day to @thechiclibrary - love of my life fierce and true. #chic #nyfw #fashion #love  Because of Snowmaggeddon in NYC I'm having to do my meetings from home today and apparently everyone thinks they are a Creative Director in this house. #pug #pugsofinstagram #design #creativedirector #puglife #designer #dogismycopilot  @huckgee amazing work in progress #urbanvinyl #huckgeeskullhead #huckgee

Copyright © 2015 Stephen Gates