As proof that great ideas can come from anywhere, the origins of a stunning
Tom Farrell was brushing his teeth one night in November 2013, mulling over a design conundrum, when he used his finger to trace a familiar shape in the condensation clouding his reflection.
“If you’ve ever attempted to draw the
Slightly disappointed with his doodle, he held up his hands to form the iconic shape. “And voilà, there it was in the space between my palms,” he said. “Then I realised that just by adding a cap between your fingertips for support, and with your mind filling in the gaps, you could create a perfect contour shape.”
Farrell created the sketch – dubbed “Hands” – in response to a creative challenge from Global Design VP James Sommerville, who tasked his team with reinterpreting and reimagining iconic print ads featuring the
Response was so strong that the #MashupCoke project eventually extended beyond Sommerville’s team. More than 130 artists, designers and illustrators submitted 250-plus pieces, many of which are featured in a 2015 marketing campaign commemorating the 100th anniversary of the Coke bottle. Some are included in The
Fast-forward a few months, to February 2014. The company’s Creative Excellence team organised a two-week “hot house” in Paris to flesh out ideas for the aforementioned #CokeBottle100 campaign. During the hands-on sessions, Coke teams briefed invited agency partners and challenged them to return with initial creative ideas within 24 to 48 hours. The team shared Farrell’s “Hands” idea with Ogilvy & Mather Paris and challenged the team to consider how it could represent a brand perspective through human connection.
“Ogilvy did a great job of accepting the challenge and bringing a broad range of emotional and creative storytelling to life by exploring everything the iconic Coke bottle represents, and how it brings people together,” said David Campbell, global content director. They experimented with a series of photographic interpretations of the two hands – some sobering, some more playful.
Guido Rosales, integrated marketing director for
In the months that followed,
“David is an artist who advocates for diversity in his work, and who has a special sensitivity to portraying universalism, so we knew he was the right person to bring the authenticity we needed to this project,” Rosales said.
Farrell applauded Ogilvy and
Javier Sanchez Lamelas, group marketing director,