• THE ASK

    Could a vending machine foster cultural understanding? For their WE8 (West Meets East) campaign for the Beijing Olympics, Coca-Cola brought together 16 talented artists from China and the West.

ART + MUSIC = HARMONY

Eight Chinese artists were asked to create a design for an 8.5 oz aluminum contour bottle. At the same time, eight Western musicians were asked to record a song incorporating five product tones. Our challenge? Coca-Cola wanted us to develop a scalable user interface as well as a video for a special vending machine that celebrated the artistry of the WE8 bottles. 

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  • THE ANSWER

    Using an integrated PC and 46” touchscreen monitor, we created a user interface for the WE8 vending machine that delivered a fully immersive brand experience.

ENGAGING THIRSTY FANS

It started with Flash and motion graphics – and then extended into unique pages created for each bottle design, leveraging the complete artwork to create a distinct environment. Finally, Bluetooth was integrated into the machine to allow people to download branded wallpapers and ringtones for their phones, cementing the link between the virtual and physical worlds.

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  • OUTCOME

    The WE8 vending machine had a gold medal performance – surpassing all expectations.

AROUND THE COUNTRY WITH THE WE8

As a lead-up to the Beijing Olympic Games, Coca-Cola sent the WE8 vending machine on a 50-stop tour of Simon Malls, where it lured in Olympic fans from every corner of the mall.

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  • RECOGNITION

    We felt as effervescent as a bottle of Coca-Cola when the WE8 machine took home some prestigious international awards.

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