Coca-Cola is throwing a huge "ad bash" to celebrate the 100th anniversary of its iconic bottle, and it's invited a host of agencies and artists to join in.
The brand worked with a number of agencies (Wieden & Kennedy, Portland; Ogilvy Paris; Sid Lee Canada and McCann Madrid), as well as contemporary artists to create films, ads, artwork and music around the event.
One of the spots, "Generous World," created out of W&K, Portland, debuted earlier this month during the Oscars and showed denizens of a beach town passing the bottle around to help brighten each other's day. In the end, ironically, no one gets to drink the Coke.
That's not the case in the campaign's print ads, centered on the theme "Kissed By." Each shows pop culture icons such as Elvis Presley, Ray Charles and Marilyn Monroe being "kissed by" the Coke bottle when they bring it to their lips for a sip.
Other spots in the campaign include "Kiss Happiness," which takes the "kiss" theme further; the cute animated "Tale of Contour," which explores the origins of the bottle and "Taste," a story of longing and a couple sure to get into a fight.
More films in the campaign linger over the shape of and experience around the Coca-Cola bottle, likening it to a roller coaster, a rocket ship, a heart, a sexy body and more. The clever selection of music and sound effects helps to drive the ideas home -- for example, the "Curves" ad features a burlesque-inspired track, while "Balloons" does an upbeat cover of Nena's "99 Red Balloons."
Also on the music front, Coca-Cola created a new anniversary anthem, "Nobody Like You." The brand commissioned singer/songwriter Francesco Yates to write and perform the original tune, which appears in this music video-like spot oroduced internally, featuring famous ads and mascots of Coke's past -- including "Happiness Factory," the Coke Polar Bears, "Hilltop" and Santa Claus. The track also mixes in musical elements of Coke's ad legacy, including the "I'd Like to Buy the World a Coke" track from "Hilltop." The anthem is available on streaming services and for purchase on iTunes today.
Art also plays a significant role in the anniversary celebration. To launch the party, Coca-Cola has partnered with the High Museum of Art in Atlanta to present "The Coca-Cola Bottle: An American Icon at 100. Among the work shown will be two original Andy Warhol Coke bottle paintings, 100+ original bottle-inspired works, as well as original prototypes and sketches of the bottle. The show opens to the public this Saturday, Feb. 28 and will run through Oct. 4, 2015.
The brand has also reached out to contemporary artists and designers to reinterpret the 100-year-old container. The images will be included along with historical artwork of the bottle in a commemorative book published by Assouline, to be released in March.
Read more about the Coke bottle centennial campaign and see key moments from the bottle's history on Adage.com.