Coca-Cola Real Magic

Thank You Sponsors

genial.ly

No code required!

Use Genially to create interactive and animated content in no time.

genial.ly

No code required!

Use Genially to create interactive and animated content in no time.

Rapha Abreu, VP Design The Coca-Cola Company

James Sommerville, Founder KnownUnknown

Live Session #1

Design, Behind The Scenes

Blockchain-Enabled Creative Platform?

Design and Brand NFT Marketplace?

Decentralized Design DAO?

Launched June 20215,000 members100+ countries

Diverse and distributed

Share, ask, grow

Global designers

1. Community

Brand communication

Rapid design exploration

Curated global talent

2. Craft

Shared opportunities

Brand NFTs

Design NFTs

3. Creators

KUDOS =KnownUnknown Design Operating System

Access experiences

Claim, buy, hold

$KUDOS coin

4. Crypto

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

As well as sharing your food with a complete stranger.

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

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

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

As well as going speechless during a chance encounter.

It's the unbridled release of singing ourselves hoarse.

The world needs Real Magic now more than ever.

Real Magic™ Hug Icon

2 1

Hug Icon Vector Studies

CC Design

KU Refinement

Hug/Hips 3

Hug/Hips 2

Hug 1

KU Refinement

Cylinder profile

Extending cylinder profile extend characters at extremities of logo.

Open gap between stem and shoulder of a

Open curve tip of C and increase gap with overlapping l

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

Return slight slant of C and O

Reduce gap between C and O

- Maintain flow

- Retain italic feel

- Straight Stems

- Clear spaces

- Connecting links

- Clean curves

Attention required to manually adjust warping (some examples circled)

Bulge Warp- 12% Distortion- V4%

2 2

Hug Icon Transition

Real Magic™ Content

Real Magic™ Is Everywhere

everywhere.

Real Magic

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.

Around the world

everywhere.

Real Magic

Real Magic™ Photography

Respecting diversity & promoting inclusivity.

Multiple Lighting, Coloring, Angles, Lenses.

Invitational. Spontaneous. Close. Sharable.

Inclusive Collective x Expressive Individual.

Unfiltered. Real for Real.

Unapologetically Youthfull.

Unique & Diverse Talent.

Real Magic Photography Principles

@wonnacott

@guyaroch

@annapalma

@timmarsalla

Portrait

Action ABOVE center BELOW center Works

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

Story pushed to bottom

Story pushed to top

Landscape

Action is being HUGGED by the logo Camera - Wider

Story pushed to center

Logo In center RM at side

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 Summer shot list

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

Coke + Sports shot list

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

Foreground prop / Street Sport

Meditation

Underwater

Monochromatic

Just add Coke

Fish Bowl

Mask + mask

Kiss+ Spin

Rivals unite

RGB Projection

Shadow Clink

Couch Gaming

Screen Glow gaming

Whack it

Real Magic™ Illustrations

@xavieraaltena

@_katiesmith_illustration_

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.

Be mindful of color…

@claireisaur

@rosaviktoriaahlers

@thegoodox

@caroline.laguerre

Real Magic™ Animations

7 1

Bubble Trail Kinetic Trail Shimmer Trail

@ion_lucin

@orderdesignuk

@burgess_john

Transition to solid

Bubble trail

16:9

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

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

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

Transition to solid

Bubble trail

Kinetic trail

Transition to solid

Bubble trail

Transition to solid

Kinetic trail

16:9

A trail of outline repeat characters 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

Transition to solid

Shimmer trail

16:9

Transition to solid

Kinetic trail

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

3. Shimmer Trail

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

$KUDOS

Thank

Thank you all!

Coca-Cola Real Magic

Over 30 million people create interactive content in Genially.

LET’S GO TO LONDON!

SLYCE DECK

ENERGY KEY ACHIEVEMENTS

CULTURAL HERITAGE AND ART KEY ACHIEVEMENTS

ABOUT THE EEA GRANTS AND NORWAY

DOWNFALLL OF ARAB RULE IN AL-ANDALUS

HUMAN AND SOCIAL DEVELOPMENT KEY

Transcript