Coca-Cola is challenging creatives around the world to design and create art inspired by the 2020 Tokyo Olympic Games using the brand’s cherished visual assets and the Adobe Creative Cloud app suite.

“Designers love to use elements of iconic brands and create something new and personal to them – a visual mashup, if you like,” said James Sommerville, vice president of Coca-Cola Design, who announced the Coke x Adobe x You design challenge last month at the Adobe MAX 2017 conference in Las Vegas. “We’re providing the visual ingredients, and Adobe is providing the oven and dishes. We can’t wait to see what the global community will come up with.”

Coke and Adobe kickstarted the call-to-action by briefing their respective in-house design teams and an international group of 15 influential professionals representing a range of creative disciplines – from photography and motion graphics, to illustration and vector art. These initial designs are featured in a mosaic gallery on the Coke x Adobe x You website and on social media.

Using these submissions as inspiration, creatives of all ages and experience levels now can visit to download the Coca-Cola design challenge brief and assets, which include the iconic Red Disc, Spencerian Script logo and Dynamic Ribbon, then share their artwork on social media using the #cokexadobexyou hashtag. Submissions will be added to the website gallery, with captions and hyperlinked credits.

TKYO2020 #adobe #cokexadobexyou

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Coca-Cola will make a donation to Special Olympics for every submission received by Dec. 31 (up to $30,000).

“Coca-Cola is constantly evolving the way we engage our consumers,” Sommerville said. “Experimenting through a global design challenge, even before the campaign has formally been established, will help seed strategic thinking for Coke’s 2020 Tokyo Olympic Games visual identity system and broader marketing campaign, as well as providing a stage for designers to showcase their talents and creative guidance to the brand’s agency partners.

Some submissions could potentially be commercialized. The project will bring fresh, innovative points of view into the Coca-Cola Design domain – an extension of a “direct-to-talent” model Sommerville and his team have built and tested over the last few years, starting with the 2014 #MashupCoke project, which invited creatives to reimagine vintage Coca-Cola iconography to commemorate the 100th birthday of the contour Coke bottle.

James Sommerville
James Sommerville, VP of Coca-Cola Design, announces the Coke x Adobe x You design challenge at Adobe MAX 2017.

“The rise of social media and the changing creative talent landscape – powered by an undercurrent of the freelance economy – creates an opportunity to approach our work in new, disruptive ways and engage with a broader, somewhat untapped, pool of resources VS. just engaging a large agency,” he explains. “Aside from the rich output we expect from this experiment, we’re challenging our process of discovering design talent and solutions and by 2020, as opposed to a one-size-fits-all identity system, we believe the technological capability will be there to create on-demand visual identities, through personalized consumer packaging and experiential moments tailored to geographies.”