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http://www.them5.com/pr/index.html
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The Coca-Cola M5 website is truly an undertaking of impressive scale. Gathering influential designers, creative directors, music supervisors, and three different web development groups, Coca-Cola has embarked on a refreshing campaign to launch their exclusive new "M5" line which comes packaged in aluminum bottles displaying 5 exclusive designs by none other than: The Designers Republic, MK12, Lobo, Rex & Tennant McKay, and Caviar.
Not only has each creative group created an exclusive design for the M5 bottle but they have also created exclusive (and downloadable!) videos for each of 5 different bands. MK12 does Guided by Voices' "Back to the Lake", The Designers Republic does Citizen Birds' "Joy", Lobo does The Flaming Lips' "You Gotta Hold On", Rex & Tennant McKay do Fischerspooners' "All We Are", and Caviar does Towa Tei's "Milkyway".
All videos are presented in the new Flash Video format and include a "Making of" featurette and links to more information on the designers and musicians involved. Matt Fraction (one of MK12's founders), described the creative freedom Coca-Cola gave them: "Coke was a sponsor, really: they made it all happen and left everyone alone to do the work. No product placement, no credit, etc. They didn't want a Coke commercial. They wanted to commission a piece of work from us."
Coca Cola's product advertising is minimized through the use of a solitary M5 bottle at the bottom of the screen. Clicking the bottle takes you to an entirely new area of the site which showcases each of the 5 different bottle designs. Each design is printed directly on the aluminum and contains glow-in-the-dark ink to mimic the website's day/night design modes. The bottle itself is only half-filled to encourage club-goers to fill the other half with their favorite alcoholic beverage for drinking straight out of the bottle. The use of aluminum furthermore keeps the drink cold.
The Armchair Media Blog has a behind the scenes "making of a website" post with pictures of nearly every aspect of the M5 site production from inspiration to conception and a six-part case study of the final product.
The M5 bottle is scheduled to arrive first in Germany, Spain, Italy, Mexico and Brazil before embarking on a global tour. The M5 is intended to be a limited release found only in "select night clubs" around the world. An update list can be found on the website for advance notification of nightclub appearances.
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