Coke teams up with Sir Peter Blake for South Bank project

by Darren Davidson, Brand Republic 15-Aug-07, 09:00

LONDON - Coca-Cola has teamed up with Sir Peter Blake, one of the leading lights of the pop art movement of the 1960s, to create a huge piece of art on London's South Bank featuring the iconic 75-year-old Coke bottle.

Blake's live art piece was commissioned by Mother and will form the centrepiece of Coke's activity this summer on South Bank.

The activity will also include the creation of a temporary art gallery on the South Bank and the launch of heavyweight outdoor campaign across the UK.

The summer activity kicks off with Blake, famous for designing the cover of the Beatles' album 'Sgt Pepper's Lonely Hearts Club Band', creating a work of art on the South Bank using a 20ft canvas between August 18 and 23.

Blake will be supported by some of the world's leading designers including Adhemas and Fungwee, who have interpreted Coke's global advertising theme, 'Coke Side of Life', for an interactive gallery on easels that will run along the South Bank.

The South Bank activity coincides with Coke's sponsorship of the British Film Institute's Andy Warhol film season. Warhol once depicted the Coke bottle in a series of prints and Coke is cementing these ties to the art world by working with the BFI to archive iconic Coke advertising.

The activity will be backed by a nationwide advertising campaign on bus backs, outdoor poster sites and the London Underground.

Cathryn Sleight, marketing director at Coca-Cola Great Britain, said: "Coca-Cola is continually developing innovative ways to engage consumers and the 'Coke Side of Life' activity is the perfect medium to bring to life one of our most successful advertising campaigns to date, whilst engaging consumers and giving them the opportunity to witness a true legend create a timeless work of art".