Coca-Cola has invited artists from around the globe to jointly depict what this monumental occasion means to them. The alliance of visual and music artists from different lands started with eight blank canvasses of aluminium contour bottles – and eight corresponding themes reflecting the possibilities for happiness and connection from both the Coke Side of Life platform and the upcoming global gathering in Beijing. Each musical artist - Tiësto, Benny Benassi, Kaskade, Jes, Serge Devant, Lucas Prata, Cezar and Jay-J - have each been provided with a theme and using music as their form of expression, created a song that expanded on their inspiration drawn from the theme.
And clearly, the inspiration is cheesy prog-trance, nevertheless, it's interesting to see how Coke is endeavouring to connect with kids by using an eerily familiar Nike-esque strategy... Custom iD your own bottle, collabs, limited edition bottles, music and art... check the website and see how a fizzy drink can be turned into a lifestlye. Shame the direction of the music was so poor and commercially driven...
