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Coca-Cola Real Magic

Coca-Cola

Created on November 4, 2021

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Rapha Abreu, VP Design The Coca-Cola Company

James Sommerville, Founder KnownUnknown

Design, Behind The Scenes

Live Session #1

Blockchain-Enabled Creative Platform?

Design and Brand NFT Marketplace?

Decentralized Design DAO?

1. Community

Launched June 20215,000 members100+ countries

Global designers

Share, ask, grow

Diverse and distributed

2. Craft

Curated global talent

Rapid design exploration

Brand communication

3. Creators

Design NFTs

Brand NFTs

Shared opportunities

4. Crypto

$KUDOS coin

Claim, buy, hold

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KUDOS =KnownUnknown Design Operating System

We believe Magic is Real.

will show...

We believe Magic is Real.

What is Real Magic™?

For Us Life Is Full Of Magic

Real Magic is the human equivalent of a chemical reaction. Different elements mix together. Trigger something unique, surprising and often beautiful, that magic may only last a moment, but its impact can last forever.

Different, Unique, Surprising

It's laughter & bonding over a meal with friends.

As well as sharing your food with a complete stranger.

It's the love that goes into Mom's cooking.

As well as in the knowing smile she gives over your own burnt attempts to make it yourself.

It's the unbridled release of singing ourselves hoarse.

As well as going speechless during a chance encounter.

The world needs Real Magic now more than ever.

Real Magic™ Hug Icon

Hug Icon Vector Studies

2 1

CC Design

KU Refinement

Hug 1

Hug/Hips 2

Hug/Hips 3

Cylinder profile

Extending cylinder profile extend characters at extremities of logo.

Reduce gap between C and O

Open curve tip of C and increase gap with overlapping l

Open gap between stem and shoulder of a

Increase slant of a and increase gap of tail to main body of character

Return slight slant of C and O

- Clean curves

- Connecting links

- Clear spaces

- Straight Stems

- Retain italic feel

- Maintain flow

Bulge Warp- 12% Distortion- V4%

Attention required to manually adjust warping (some examples circled)

Hug Icon Transition

2 2

Real Magic™ Content

Real Magic™ Is Everywhere

Real Magic

everywhere.

Around the world

Real Magic is not the magic of illusion, deception or abracadabra, Real Magic is undeniable and exists all around us. You can see it happening around kitchen tables, in packed stadiums and across social platforms every day, everywhere.

Real Magic

everywhere.

Real Magic™ Photography

Respecting diversity & promoting inclusivity.

Real Magic Photography Principles

Unique & Diverse Talent.

Unapologetically Youthfull.

Unfiltered. Real for Real.

Inclusive Collective x Expressive Individual.

Invitational. Spontaneous. Close. Sharable.

Multiple Lighting, Coloring, Angles, Lenses.

@wonnacott

@guyaroch

@annapalma

@timmarsalla

Portrait

Story pushed to top

Illustration Story/Magic is above The script (and below) Allows a clear read

Action ABOVE center BELOW center Works

Story pushed to bottom

Landscape

Story pushed to center

Logo In center RM at side

Action is being HUGGED by the logo Camera - Wider

Coke Summer shot list

Two friends enjoy Coke and refresh themselves with a hose
Group of friends refresh themselves with a fire hydrant and a Coke
Girl rolls a cold Coke across her forehead to cool herself down
Girl pirouettes in the skate bowl to obstruct her friends skateboarding
Two guys try to race up the skate bowl to hand the girl a Coke
Girl at a bus stop quickly grab a selfie before one girl has to leave
Boy runs up skate bowl with a Coke to steal a kiss from his girlfriend

Coke + Meals shot list

Two friends cheers Cokes whilst biting into separate ends of a taco
Two friends sip the same Coke with straws
Two girlfriends on couch laugh over messy bowls of noodles
A couple lie on the grass. The last say of summer break with a Coke
A friend feeds another a giant slice of NY pizza on a street corner
Two friends carrying a tower of pizza boxes, as balancing Cokes wobble
Friends enjoy a picnic with at sundown with dogs trying to sneak their food

Footballer enjoys a Coke whilst doing kick up tricks with the ball
An acrobat holds a Coke whilst backflipping (and not spilling a drop)
Girl jumps into the game for some tackling, laughing and spilling
Friends enjoy Cokes watching a street match from a rooftop
A guy on BMX pulls a wheelie and drops low to grab the Coke
Girl holds skateboard above her head whilst looking across the city
Two vacation teen romancers use a skateboard as a pillow

Coke + Sports shot list

Kiss+ Spin

Screen Glow gaming

Couch Gaming

Shadow Clink

RGB Projection

Rivals unite

Whack it

Just add Coke

Monochromatic

Underwater

Meditation

Mask + mask

Fish Bowl

Foreground prop / Street Sport

Real Magic™ Illustrations

@xavieraaltena

@_katiesmith_illustration_

Be mindful of color…

If the illustration is based on the primary Coke palette, then the Hug Icon won’t read. We have to create enough color contrast for the storytellimng, the product and the brand to all work.

Be mindful of color…

If the illustration is based on the primary Coke palette, then the Hug Icon won’t read. We have to create enough color contrast for the storytellimng, the product and the brand to all work.

@claireisaur

@rosaviktoriaahlers

@thegoodox

@caroline.laguerre

Real Magic™ Animations

Bubble Trail Kinetic Trail Shimmer Trail

7 1

@ion_lucin

@orderdesignuk

@burgess_john

1. Bubble Trail

All the effect is concentrated on the right/hand sideOf the CC Hug, as it rotates in, it solidifies as a HUG

16:9

Bubble trail

Transition to solid

A trail of tiny bubbles on right side, that solidify quickly too vector hug as it rotates

2. Kinetic Trail

All the effect is concentrated on the right/hand sideOf the CC Hug, as it rotates in, it solidifies as a HUG

Bubble trail

Transition to solid

Bubble trail

Transition to solid

Kinetic trail

Transition to solid

16:9

Kinetic trail

Transition to solid

A trail of outline repeat characters on right side, that solidify quickly too vector hug as it rotates

3. Shimmer Trail

All the effect is concentrated on the right/hand sideOf the CC Hug, as it rotates in, it solidifies as a HUG

Kinetic trail

Transition to solid

16:9

Shimmer trail

Transition to solid

A trail of shimmering script on right side, that solidify quickly too vector hug as it rotates

Bubble Trail

Kinetic Trail

Shimmer Trail

Real Magic™ Platform Launch

Q+A

$KUDOS

KUDOS =KnownUnknown Design Operating System

$KUDOS

KUDOS =KnownUnknown Design Operating System

$KUDOS

KUDOS =KnownUnknown Design Operating System

Thank

Thank you all!

Coca-Cola Real Magic

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