I’ll be stepping away from the Eyeblaster creative zone (not that there’s anything wrong with that!) and bring to your attention a campaign that I have completely missed if it wasn’t for Martina at Adverblog.com to post about it: the We8 side of Coke.
It’s not that I haven’t seen traces of this campaign (bumped into a few roadblock ads, closed them as soon as possible and browsed on) but it was just not memorable enough. Eye-candy, yes. Efficient? I wouldn’t think so.
What is it?
Coca-Cola couldn’t help not to take advantage of this year’s biggest (questionably so) event, the Beijing Olympics. They came up with a collaborative project named WE8 (suggestive, right?) and brought together eight artists from the East and eight from the West side of the world, in an attempt to create new bottle designs and a music track to celebrate the Olympics.
The WE8 name stands for West and East, plus an “8″ as a Chinese symbol of good luck. Or well… 8 for 2008.
I’m not sure this campaign will be a success, since, in my opinion, it kicked off a little too close to the event. Plus, the roadblock ads aren’t really the most user-friendly ones in the world and they really don’t convey much of a message: some pretty bottle designs is all there is to be remembered, if anything.