Coca-Cola "squashed" logo, the brand has its own sense of relaxation
"No matter how big the logo is, no matter how prominent the key points are, no matter how eye-catching the color is..." The abnormal requirements of the client for the logo have been criticized for a long time, and the industry probably has a deep understanding of this. However, to a certain extent, the logo is the face of the brand, and no matter how strict the requirements are, it is understandable. But the new campaign logo recently launched by Coca-Cola is so casual that it is difficult to understand and can be called "advanced art". How was such a distorted logo created? Please watch the VCR. The ASMR-like short film naturally has the magical power to attract people to watch it several times. It turns out that this is the global outdoor advertising campaign "Recycle Me" officially launched by Coca-Cola. This environmental creative project was initiated by WPP Open X and led by Ogilvy New York. It was first launched in Latin America. Environmental protection is a common topic in the beverage industry. How to make an old topic new? This time, Coca-Cola plans to make a fuss about the cans that are flattened during recycling. The creative team used vacuum cleaners, mechanical presses and other technologies to crush real cans, and recorded the entire process of the cans' deformation, from which they extracted the deformation of the Coca-Cola logo on the cans, and made them into a series of posters for outdoor placement. The poster uses a flattened logo to remind people of the flattened state of Coke cans when they are recycled, encouraging consumers to consider recycling as part of their daily consumption behavior, and cleverly establishing a connection between the concept of environmental protection and the Coca-Cola brand logo. At first glance at the series of posters, people can only vaguely recognize "Coca" from the distorted and broken fonts, and finally rely on the red and white color scheme to confirm the identity of Coca-Cola. If it were a less famous brand, it would never dare to lose its recognition. Crushed logos are usually easy to violate the brand's "taboo", but Coca-Cola doesn't seem to care about this. After watching the posters for a long time, you can really taste some "artistic sense" from the deformed logo. The renewal of the logo can bring freshness to consumers to a certain extent. In addition to the logo, the minimalist color matching and layout can arouse people's curiosity and attract everyone to explore the story behind the brand posters. The concept of "recycle me" has entered the minds of consumers effortlessly. Encouraging global recycling by "squashing" and "crushing" the world's most famous logo is an important call to action. The creative team said that a documentary showing the production process will be released later. Islam ElDessouky, Vice President of Global Creative Strategy and Content at Coca-Cola, commented: Coca-Cola's goal is to make 100% of its packaging recyclable by 2025 and achieve a 1:1 recycling rate by 2030. What do you think of Coca-Cola's idea? Author: TOP Jun Source: TopMarketing (ID: TMarketing) |
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