Coca-Cola has invited digital artists to participate in a new campaign – generate AI artworks based on the brand assets for a chance to be featured on digital billboards at London’s Piccadilly Circus.
Artists were presented with a range of brand assets to choose from, including the distinctive contour bottle and Spencerian script logo, and the Coca-Cola Santa Claus and polar bear.
The works are currently being evaluated, with 30 creators set to be displayed in London as well as New York’s Time Square.
They will also have a chance to attend a three-day workshop at The Coca-Cola Company’s global headquarters in Atlanta this summer, where they will “co-create content that could be used for Coca-Cola licensed merchandising, digital collectibles and more”.
“It’s an experiment to see where co-creation can take us,” said Pratik Thakar, global head of creative strategy and integrated content for the Coca-Cola Trademark.
“We’re moving at the speed of culture with an innovative programme that’s very tangible for the creative community. Create Real Magic gives digital artists the unique opportunity to play in a custom-created sandbox, powered by GPT-4 and DALL-E, and democratises both our brand iconography and highest-profile advertising assets,” he added.
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The firm’s new Create Real Magic platform combines the capabilities of generative AI engines GPT-4 and DALL-E, which produces images based on text.
The competition comes off the back of Coca-Cola Company’s collaboration with a new global services alliance launched by Bain & Company and ChatGPT maker OpenAI in February.
According to Manolo Arroyo, Coca-Cola global chief marketing officer, the firm was “just scratching the surface of what we believe will help create the industry’s most effective and efficient end-to-end marketing model”.
“We will begin to leverage OpenAI’s technology in our marketing function to reimagine how we produce creative content, increasing the velocity from weeks to days,” Arroyo said.
“We see many applications of AI – including content creation and rapid iteration, hyper-personalising content and messaging for consumers and customers, and driving two-way conversations with consumers.”
