Coke and Adobe are Searching for Art for the Special Olympics
Ellen Smith — October 19, 2017 — Art & Design
References: cokexadobexyou & digiday
Although the Special Olympics are still two years away, Coke and Adobe have partnered to crowdsource ideas for the upcoming games, which are set to be held in Tokyo.
The campaign, titled "Coke x Adobe x You,” has challenged willing participants from around the globe to create Special Olympics-themed designs using the Coke brand and Adobe's tools. The companies have deviated from the standard branding process to incorporate a more community-based approach, in order to generate interest and awareness of the event at a fraction of the cost.
As a first time sponsor of the Special Olympics, Coca-Cola aims to disrupt its own process, through encouraging a global community of artists to share their unique perspectives on the brands and the games. In addition to promoting the Coke brand, this inventive crowdsourcing campaign ties into Adobe's current branding of "Design for Good."
The campaign, titled "Coke x Adobe x You,” has challenged willing participants from around the globe to create Special Olympics-themed designs using the Coke brand and Adobe's tools. The companies have deviated from the standard branding process to incorporate a more community-based approach, in order to generate interest and awareness of the event at a fraction of the cost.
As a first time sponsor of the Special Olympics, Coca-Cola aims to disrupt its own process, through encouraging a global community of artists to share their unique perspectives on the brands and the games. In addition to promoting the Coke brand, this inventive crowdsourcing campaign ties into Adobe's current branding of "Design for Good."
Trend Themes
1. Crowdsourced Art Campaigns - Companies are partnering with global communities to create innovative crowdsourced campaigns.
2. Community-based Branding - A community-based approach is becoming a popular method for generating interest in events and products.
3. Design for Good Campaigns - Brands are incorporating social good initiatives into their design campaigns, driving consumer engagement and interest.
Industry Implications
1. Advertising - Innovative and cost-effective advertising campaigns are on the rise, with companies exploring new methods of reaching audiences.
2. Art and Design - Companies are tapping into the creative talents and unique perspectives of global communities to drive brand engagement and awareness.
3. Social Impact - Businesses are recognizing the importance of incorporating social good initiatives into their branding and marketing strategies, creating a positive impact on both consumers and society.
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