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Coca-Cola: WE8 unites East and West

 

Posted on August 19, 2008
Juan de Dios

 

What happens when you throw together 8 of China’s most exciting artists and design firms and 8 of the West’s most progressive musicians for a project organized by the probably most famous brand in the world: Coca-Cola?

The result is called WE8 and it’s the brand’s new project that unites the East and the West around… a bottle. The aim is to customize Coca-Cola bottles that can then be collected during select promotional events in different countries. Each design comes with a song that has been especially composed to accompany it. You’ll quickly sound out the happy rhythm we all know so well from Coca-Cola’s “Happiness Factory. Musicians and designers working together – what a great idea.

The project is based on 8 central themes, with each of the 8 bottles representing one of them: Global Harmony, Peace on Earth, Uplifting Moments, Human Collaboration, Active Optimism, Individual Perseverance, Happiness and Healthy World.

Why exactly 8 themes, you ask? For a simple reason: In China, 8 is a lucky number, because apparently the word for “eight” in Chinese sounds similar to the Chinese word for “wealth.” How lucky then that Beijing got the Olympic Games in 2008 and not in 2012! (By the way, that’s also why the Games started on August 8 at exactly 8 minutes and 8 seconds past 8 pm Chinese time.)

The dedicated website is worth a visit: the designs are very original and the music (by Tiësto, Kaskade and Cezar among others) is excellent.

If you now feel inspired by so much creativity, it gets even better because you can also design your own bottle on the website. Simply click here and follow the instructions. Enjoy!


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