Coca-Cola Is Commissioning Designers To Make Its Cans Look More Positive
Image via Talenthouse
With Santa Claus as its mascot and “Open Happiness” being one of its taglines, it’s clear that Coca-Cola identifies as a purveyor of joy. The unpredictability of 2020, however, has made it even more challenging to spread some cheer. This has led the company to ponder, “What better time than now to share personal pledges of positivity, kindness and good intent for a better future?”
The cola giant has now released a creative brief to turn its cans into an opportunity for positive change in 2021. The campaign, titled Open To Better, invites anyone creative to take over its “iconic red canvas” and illustrate “a resolution, make a promise or admit an improvement.”
“Coca-Cola wants to inspire people with your creativity to be more open. When we are open to change, anything is possible,” the company details in the brief. It adds, “Together, we hope to start a movement for positive change. Together, we can be Open To Better. How will you be Open To Better?”
Interested participants are to produce three to five shareable creations, in the form of illustrations, graphic designs, GIFs, or short animations of up to 10 seconds, that visually represent up to five resolutions. Designs can either include Coca-Cola can renders from the brief’s asset pack, or creative but recognizable interpretations.
Suggested messaging, meant as commitments for meaningful action big or small, comprise, “I will never take my friends for granted,” “This year, distance won’t get us down,” “What better time for us to start over than now?” “I promise to listen more, just for you,” and, “I will never take us for granted.” You can also visualize your own pledge, but it has to be important to you.
To apply, you’ll have to send in your work by 4 January 2021. Coke and its panel of judges will then select three to five outstanding pieces based on “Creativity (30%), Originality (30%) and Overall Understanding of the theme (30%) realistic or achievable (10%)” by 27 January 2021.
Submissions will potentially be used in Coca-Cola’s social, digital and wider marketing campaigns, and creators whose designs have been selected will receive £2,500 (US$3,340) per piece. Find out more about the campaign here.
Image via Talenthouse
[via Talenthouse]
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