Taste the Coke side of nightlife.
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Coca-Cola commissioned five talented young design groups from five continents to rethink their packaging with an eye on hip urban flair.
These Coke Alu bottles are to be found only at "the world's most exclusive clubs, lounges and parties." Coca-Cola asked Demonstrate to maximise product experience and increase awareness of the M5 concept in nightlife.
We had to come up with a concept to maximise the experience for as much people as possible, show the full M5 range and by doing so activate the "Coke Side of Life" campaign in Nightlife.
The M5 Alu Coke Bottles are "refreshment royalty", if you like. So we wanted to create a grand entrance. Every self-respecting royalty attending a party loves to make a grand statement when entering the room, right?
Instead of pushing obvious visibility material, we brought pure entertainment and atmosphere to a build brand fans.
Enter Marcel Wanders. We discovered his "human chandelier" - a concept developed in collaboration with his wife, choreographer Nanine Linning - at the Milan Salone di Mobile. After a few excited calls & mails back and forth, the "The Coke Happy Hour Chandelier" concept was born: a dazzling fantasy in which Coke Alu bottles are served by a flying angel floating over the crowd inside a 3m wide chandelier.
The sexy show took place at several high-end Belgian parties (Fever, Studio 54, I Love Techno..) and was approx. 20 minutes long. For each new serve, Nanine "dances" from the ceiling and "feeds" about 60 bottles to the cheering crowd beneath her.
D8 & Marcel Wanders combined art, acrobatics, style and grace to create a truly unforgettable performance.
