- Launch: November 30, 2020 at 5:00 PM
- Submission Deadline: January 4, 2021 at 5:00 PM
- Creators Selected: January 27, 2021 at 6:00 PM
All times are in London Local Time.
#opentobetter
Produce artwork capturing your resolutions for a world that is #OpenToBetter
Since the beginning of time, art has been used to tell stories and inspire movements of change. Coca-Cola wants to inspire people with your creativity to be more open. When we are open to change, anything is possible. That’s why Coca-Cola is handing over it's iconic red canvas of our Coca-Cola can and asking you to illustrate your own personal resolution for a better future. Together, we hope to start a movement for positive change. Together, we can be Open To Better. How will you be Open To Better?
Design an inspiring vision for a more open and better future through visualising the actions you can take in the form of art, design, gifs and animations (up to 10 seconds) that incorporates 1 of the 5 resolutions.
Given the year we have had, what better time than now to share personal pledges of positivity, kindness and good intent for a better future. We would like to inspire you to share your own commitments, no matter how small, or humorous, to be open to better possibilities.
A minimum of 3 and up to 5 pieces of work will be chosen by Coca-Cola and their Judges as Selected Creators, and receive £2,500 each.
Design an inspiring vision for a more open and better future through visualising the actions you can take in the form of art, design, gifs and animations (up to 10 seconds) that incorporates 1 of the 5 resolutions.
Given the year we have had, what better time than now to share personal pledges of positivity, kindness and good intent for a better future. We would like to inspire you to share your own commitments, no matter how small, or humorous, to be open to better possibilities.
A minimum of 3 and up to 5 pieces of work will be chosen by Coca-Cola and their Judges as Selected Creators, and receive £2,500 each.
Things to Consider
- Create sharable artwork that captures 1 of 5 positive and inspiring resolutions (or your own!)
- Resolutions are based on meaningful actions. Capture 1 of these 5 resolutions in your submission:
- I will never take my friends for granted
- This year, distance won’t get us down
- What better time for us to start over than now?
- I promise to listen more, just for you
- I will never take us for granted
- Or one of your own! Please use the framework provided here
- If you create your own visual representation of your resolution, make sure it’s important and personal to you. Think about what would be positive, kind, and forward-thinking, and resonate with other like-minded people, inspiring them to think about their own resolutions
- Your submission should be light-hearted, open, optimistic, positive, kind, inspiring, forward-looking, authentic and real
- Create your artwork digitally as an illustration, graphic design or animations (up to 10 seconds)
- Please fully read the design guide, including artwork specs, 'Can' positioning, and resolution text editing
- Your submission may be used on Coca-Cola social channels so should really stand out and be really sharable on platforms like Instagram and Twitter
- Your submission should be in English please
- Your submission should appeal to an 18-24-year-old audience, who is a change-maker and cares about the communities where they live
- Download this asset pack before creating your work. Write your personal resolution to be Open To Better in the style & framework provided. You can choose which can (Coca-Cola Zero & Coca-Cola Original) you would like to include in your work
- You should integrate the Coca-Cola's Zero or Original iconic can into your artwork – as part of your story. Make sure the can visibly recognizable with the pledge written on the can in the same style as provided
- On the can's provided, you'll see a blank part where you should add your resolution - we'd prefer you use your own handwriting, but you may also use the font provided
- You can use the actual Coca-Cola rendered can or a creative interpretation but it must be recognisable and use the same brand colours
- Please include the 'Coca-Cola' logo in your work on the left-hand side, refer to the design guide for guidance
- Be inspired by Coca-Cola's color palette when creating your work. You can add complementary colors as you wish
- You can include elements related to your life, the city or country you live in, and the community you are part of
- Please only include one resolution in a single submission. You can submit multiple times if you wish
- Consider Coca-Cola's Brand guidelines - Read more about these in this Brand Guide detailing, logo, colour references, typeface etc
- Please include a 100+ word written description (in English) detailing your inspiration behind the artwork, your hopes for a better future, the positive changes they will make, and our/your resolution to be Open To Better via the 'Description' field when submitting
- Don't include references to any real people, dangerous situations, other brands, show/imply alcohol or drunkenness, or anything offensive
- Please don't share your submitted work online or social media but you may use it in your portfolio until you have been given permission from Talenthouse
INSIDER INFO with VANESSA MUNDLE
We recently asked Vanessa Mundle, an illustrator and graphic designer based in Germany, to share her thoughts on what “Open to better” means to her, what resolution inspires her the most, and the creative process she went through to respond to this brief.
Watch Vanessa's video, and read the full interview!
Watch Vanessa's video, and read the full interview!
ABOUT 'OPEN TO BETTER'
In 2021, Coca-Cola will help people around the world to be Open To Better. Which is why Coca-Cola will turn their packaging into an opportunity to state a resolution, make a promise or admit an improvement. Different messages will be on the cans for Classic Coke, Coke Zero and Light/Diet Coke, inviting real people to make a statement using a Coke. Then turn those real stories into our communication pieces. Stories about how a little humble act can make a difference. Inspiring people to reconnect, to own up to their shortcomings, to make a change. Coke cans and bottles become a new way for anybody to show they are Open To Better.
THE INCENTIVES
A minimum of 3 pieces and up to 5 pieces of work will be chosen by Coca-Cola as Selected Creators. Each will:
- Potentially have their work used across Coca-Cola social, digital and wider marketing channels
- Potentially have their story and work showcased as part of a PR campaign
- Receive £2,500 for each piece selected
JUDGING PANEL
Laura Visco, 72andSunny Amsterdam
Originally from Argentina, Laura helps steer the creative department at 72andSunny Amsterdam. She believes advertising can be an agent for social change, shaping people’s perceptions and culture, and especially when creativity challenges the status quo - and has worked ever since to make sure she delivers on this. In 2018, she was named Adweek’s “Creative 100” and Creative Director of the Year by Ad Age. Laura launched ‘Invisible Creatives’, an initiative aiming to get more female creatives in the industry by giving them more exposure to agencies and recruiters. She lives in the Jordaan with her cat Rocio Oliva and she has a soft spot for karaoke. Especially when it comes to Backstreet boys songs.
Walter Susini, Coca-Cola
Walter Susini is SVP of Marketing for Europe. With more than 23 years of experience in building winning consumer brands across the world – both from a company and an advertising agency perspective, Walter is uniquely qualified to lead a substantive transformation of our marketing agenda and capabilities across our Business Units, and deliver on our promise of beverages for life.
Walter has an extensive strategy and marketing background. He started in strategic planning with J. Walter Thompson in different markets around the world. Later, he joined Coca-Cola Latin America, where he was instrumental in building the global Coke Side of Life positioning, the global Fanta position and the Manifesto for the Revival of an Icon work on Coca-Cola trademark. Following his time in Coca-Cola, Walter has been an entrepreneur, founding his own branding & innovation company; led the global creative strategy, content & design function for Unilever as VP of Global Marketing; and was most recently President of two agencies in Brazil, owned by the Dentsu Aegis Network Group: McGarryBowen a full-service advertising agency, where he successfully repositioned the agency from a traditional model to a leader in digital advertising in that market, and LOV, a full digital agency with core expertise in digital consultancy and social media marketing.
Walter is a creative thinker with a challenging point-of-view. His energy and enthusiasm is proving highly valuable in establishing a common vision for marketing.
CREATIVE BRIEF GUIDELINES
- Who is eligible: This opportunity is open globally and you need to be at least 18 years of age or the age of majority in your jurisdiction of primary residence at the time of submission. Employees and their immediate family and household members of Coca-Cola and TLNT (Talenthouse, Ello and Zooppa) are not eligible to participate. Void where prohibited by law.
- Limit 15 submissions per creator or teams.
- Please note, that during the Submission Period, your submission maybe
featured on Coca-Cola's social media channels with credit given to you.
- All submissions must be your own original work (meaning you are not allowed to use third-party pre-existing copyright materials and/or stock imagery in your submission) except for the material provided by Coca-Cola. All rights in and to the material provided are reserved by Coca-Cola.
- How to submit: Click on the ‘Participate’ tab and follow the instructions. Your static work must be submitted in JPEG, PNG or MP4 format, max. size 10 MB. Please retain your original layered artwork or source files in the highest quality possible. Please no photography.
- Please add a short description in English explaining the inspiration behind your work. Please use the 'Say something about your submission' section within your submission.
- We advise you to carefully read 'Things to Consider' section above.
- If you are not selected, you will retain ownership in the original portions of your work. However, by submitting you hereby grant Coca-Cola a worldwide, non-exclusive, digital license from Creative Brief launch, for up to 3 months after the Selected Creator Announcement, to use your submitted work across their various online and social media platforms and may be included in a branded creative hub. If your work is used, you will be credited accordingly.
- If you are a ‘Selected Creator’, you will be required to grant Coca-Cola an exclusive, worldwide, limited (digital, social, print, OOH, product / packaging), 5-year license to the selected work for the specified incentives. Upon selection, you will be required to sign a License Agreement and the Awardee Agreement. Please note that submissions can be used by you for personal, non-commercial and portfolio use only.
- If selected, you may be asked to modify your work to fit production requirements.
- Please provide an active email address when registering with Talenthouse to ensure you can be contacted should you be selected.
- During
the Selection Period, Talenthouse will reach out to those being shortlisted. You must respond to Talenthouse within forty-eight (48)
hours or else you will forfeit all incentives. For the verification, you will be asked to provide the original files of your work and a scan of your ID for eKYC checks.
- Talenthouse reserves the right to remove inappropriate, offensive and harmful submissions as well as submissions that do not fit the brief, these guidelines or Official Rules (see below).
- No purchase necessary to enter or be selected.
HOW COCA-COLA WILL CHOOSE
Coca-Cola will select from all qualified submissions your artwork, illustrations, animations that showcase creativity, originality and an overall understanding of the brief. We’re looking for striking visual representations of your personal resolutions to be Open To Better. Extra credit will be given to those entries that understand the brand values, and whose ambition is realistic and achievable. A qualified submission is one which meets all the Terms & Conditions, Guidelines and Official Rules.
The judging criteria are based on Creativity (30%), Originality (30%) and Overall Understanding of the theme (30%) realistic or achievable (10%).
The judging criteria are based on Creativity (30%), Originality (30%) and Overall Understanding of the theme (30%) realistic or achievable (10%).
Key Dates