Client: The Coca-Cola Company
Creative Firm: Sapient Interactive - Palmetto Bay, FL, USA
Creative Team: Casey Sheehan - Associate Creative Director; Jon Jackson - Associate Creative Director; Mike Hansen - Senior Art Director; Anthony Yell - Vice President Creative; Graham Engebretsen - Manager Program Management; Michael Leonard - Director Program Management
The 2008 Summer Olympics-which kicked off on the auspicious date of 08-08-08-was the most-watched Olympics in history, with one of the world's most recognized products readily available to those lucky enough to get a ticket to the games. To showcase the WE8 (West East) program coordinated by Sapient Interactive, eight Chinese artists-representing East-received custom eight-ounce aluminum Coca-Cola contour bottles to decorate based on a different Olympic theme. (Eight Western musical artists created a song for each of the same themes.) According to Sapient, the challenge lay in "designing an interface for a well-known device that was not only intuitive but also captured the essence of the Olympic games in Beijing and the themes for each bottle."
The Multi Media Coke Machine Project, revealed at the Olympics, integrated a 46" LCD touch screen into the front of a standard vending machine. By incorporating the official iconographies of the Beijing Olympics and Coca-Cola, the Palmetto Bay, Florida agency developed an experience that brought the graphics to life while celebrating the international spirit of the games.