With the Olympics a mere week away, sponsor Coca-Cola has already been gearing up for the event this past month with its We8/Design the World a Coke initiative.
, which stands for "West/East 8" and promotes cross-cultural creative expression, Coke enlisted pop artists and renowned techno DJ/producers like Tiesto and Benny Benassi to musically interpret Coke bottle designs by notable Chinese artists. Each design, which is based on one of eight themes including peace on Earth and individual perseverance, will be featured on aluminum collector's edition bottles. Both the designs and music will also be included in an eight-city world tour. The microsite showcases the final results of these collaborations and offers visitors ringtones of the music and wallpaper downloads of the graphic work.
Additionally, a "Design Your Own" link directs you to the Design the World a Coke page, created by AKQA, where you can produce your own Coke bottle masterpieces by first registering for free and creating a small profile. This site, which will run through September, offers several backgrounds, elements and effects for you to use. After you save your designs to the My Bottles section, explore the gallery and peruse other creations from around the world and create mashups where you can merge your bottle with another custom design.