Coca Cola Reborn

When faced with the challenge of communicating a global campaign message, why pick just one artist?

That’s exactly the question we answered when Dentsu came to us for the brand awareness campaign of Coca-Cola's 'Reborn' initiative, to drive bottle collection and recycling. The agency commissioned nine of our artists for visuals across the campaign.

Drinks giant Coca-Cola are committed to creating all of their packaging from recycled materials by 2025, aiming for their own circular economy. Each artist was tasked with bringing the concept to life focusing on the classic coca-cola bottle and hands/arms passing the bottle along as part of the brand’s wider sustainability efforts. Although the visual style varied from the vibrant tattooed arms of Genie Espinosa, to Neil Stubbings’ characterful elongated limbs, the message remained clear and central, that recycling a coke plastic bottle allows it to ‘live many lives’ and be passed from person to person.

Crafting a wealth of brand assets that vary from 2D illustration to 3D and Claymation was no small challenge, with each creative managed seamlessly by our production department, from the initial sketches to the finished animations.

All nine artists worked across the briefs simultaneously to create the whole range of campaign visuals, some working on the same visual but approaching it from different angles, and in their own signature style. Each design was also created to reflect the global reach of the campaign, depicting arms of all diversities and to be non-specific to be able to be used in all areas of the brand. We briefed and reviewed the designs in almost a speed dating style with the artists and Dentsu to ensure we were being most efficient with timings, with most of the designs being delivered as static and animation, some animated by KITCHEN.

In order to give Dentsu complete flexibility across the suite of assets, we delivered each static illustration with and without the brand bottles and campaign copy to allow for wider application across territories and to highlight specific products.