Coca-Cola, a longtime Olympics sponsor, is turning from its standard agency call for new designs for the upcoming 2020 Tokyo games to new talent from across the globe to create their own inspirational Olympic-themed identity for the games.
The crowdsourced campaign is in partnership with Adobe. Entrants use Coca-Cola marks and Adobe’s Creative Cloud suit of editing apps to create the designs. The campaign, “Coke x Adobe x You,” begins with 15 artists selected by Coca-Cola and will expand to include other interested artists who can visit the website to access the creative brief and assets. The designers are encouraged to share their work on Behance, Instagram or Twitter using the hashtag #cokexadobexyou that will be added to a digital gallery to drive excitement for the Tokyo 2020 games.
Coca-Cola said it will donate up to $30,000 to the Special Olympics for every entry it receives by Dec. 31.
This is not to say that Coca-Cola will not engage with its agencies. It plans to bring in those agencies, perhaps next year, to gather ideas from the submissions, according to Digiday.
Coca-Cola has deep roots with the Special Olympics. It is a founding partner and has, over its 48-year relationship, raised more than $180 million for the organization.