Limited Edition Coca Cola Cans for London Olympics 2012
I’ve been working with the talented team at Turner Duckworth in San Francisco to help create the limited edition Coca Cola cans for the London Olympics 2012 which are now running in the USA.
The brief was simple; create silhouettes of the sponsored USA athletes and use the stripes as the point of interaction whether it be a base line for a tennis player, or a hurdle for a hurdler.
All was simple until you have to get the silhouette to look like the athlete in question and create a pose that will fit within the packaging guides for the can and the constant graphic of the stripes always fixed in one location.
Here’s the blurb from The Dieline:
“Coca-Cola introduces 6 limited edition cans to cheer on Team USA at the London 2012 Olympic Games”
“The Coca-Cola Olympic Games campaign highlights The Coca-Cola 8 pack of athletes, graphically captured in action within their sports. The designs cleverly use patriotic stripes to convey movement and context for the different sports. The cans will rotate throughout the summer with a new one hitting the market every 2 weeks, culminating with a can featuring a special composite logo in time for the opening of the Olympic Games. There are 6 different Fridgepack versions launching in 2 phases. Designs are also extended across larger can packs, bottle labels, and mini cans. The designs will also appear on in-store displays, premiums and select TV spots. To learn more about the Coca-Cola 8 pack of athletes, visit www.mycokerewards.com/theolympics.”