Art fanatics can now collect eight different limited-edition, old-school Coca-Cola aluminum cans, each featuring artwork by a celebrated Chinese artist or graphic designer. It’s all part of Coca-Cola’s WE8 initiative: over the course of eight weeks, eight bottles are released (one per week). And it gets cooler than the polar bears in their Christmas commercials. Since the concept is based on the idea of East meeting West (thus the “WE” bit), each design has its very own accompanying song, composed by the best DJs, singers/songwriters, and musicians in Europe and America. Each song functions as a soundtrack of sorts for that bottle design’s overriding theme so that music and art come together, as well as Eastern and Western aesthetics.
The musicians involved include: New York City-based singer Jes, the acclaimed DJ Tiesto, Russian pianist Serge Devant, Jamaican reggae-meets-jazz-meets-soul artist Cezar, and house music DJ Kaskade. In terms of visual artists, the eight featured brainiacs (and their respective themes) are: Xiao Xue (Global Harmony), MeWe (Uplifting Moments), Xin Jing (Healthy World), Wang Xu (Happiness), Chen Shaohua (Active Optimism), Milkxhake (Human Collaboration), Joyn Viscom (Peace on Earth) and Jiang Hua (Individual Perseverance).
This, of course, is an excellent way of building up anticipation for the Summer Olympics in Beijing while also adding a forward-thinking vibe to the Coca-Cola brand. The bottle pictured above was masterminded by graphic designer and curator Jiang Hua. The horizontal red patterns are actually stylized Chinese characters for the word “Coca-Cola.” Its soundtrack song, “Be It All,” was written by singer-songwriter Jes, who says she was inspired by the maze-like quality of the bottle’s design.
To download the music or art, order your very own bottle, or find out more information, visit Coca-Cola.com/We8




















