Coke’s next agency could be its fan

Coca-Cola is breaking the agency model to experiment with crowd-sourced creative briefs.

Coke has thrown open the doors to the wide world – inviting fans and consumers to become its design co-creators. It does not want to be seen as a ‘traditional’ advertiser but one that has appointed consumers and not agencies to be its creative partners.

The brand went for a no-frills launch of Coke x Adobe x You, last October on social media. And the brief to the entire internet was: ‘Create a work of art celebrating Coca-Cola, sport, movement, strength, and unity using Adobe Creative Cloud tools’.

So far, the project has thrown up 900 submissions, from trippy, fun animations to meticulous hand-drawn illustrations. All the designers were commissioned to feature the red Coca-Cola circle, while Adobe and Coca-Cola kept the Tokyo Olympics 2020 under wraps.

Coke, from all accounts, needs a refresh of its creative strategy. This provides the platform.

Source : http://www.thedrum.com/news/2018/03/28/coca-cola-breaking-the-agency-model-experiment-with-crowd-sourced-creative-briefs