The year 2015 was the 100th anniversary of the Coca-Cola Contour bottle design. Coca-Cola along with Memac Ogilvy & Mather decided to take a more holistic approach and bring to light, the design background of the bottle.
The ad film tells the story of how the Root Glass Company received a letter from Coca-Cola to enter the design contest to make ‘packaging’ for the drink, 100 years ago. Earl R. Dean was called into the office of his boss who had received a brief from the Coca-Cola Company. What followed was research in the library, hours in the workshop and consequent invention of the contour bottles.
The company stated, “We tracked down the only interview Earl R. Dean ever gave, to his son two years before he passed away. It had never been published.” Coca-Cola then collaborated with craftsmen like glassmakers, welders, carpenters, lathe workers and printers to tell the exceptional story of the evolution of the Contour bottle. The video captures this story and makes the viewer become a part of this celebration.
Each material represents an aspect of the bottle’s history. From the early cork stoppers, to the metal caps used later. From different tints of glass to the wooden crates used for transportation. Four bottles, which are exact replicas, grow in size to represent the progress in time as well as the idea that the newer design literally embraces its predecessor. A limited number of 100 pieces were made by hand, just like the early bottles, and given to special partners and bottlers of the Coca-Cola Company.
Credits
Design Agency: Memac Ogilvy & Mather, Dubai
Chief Creative Officer: Paul Shearer
Executive Creative Director: Ramzi Moutran
Creative Director & Copywriter: Sascha Kuntze
Art Director & Designer: Irfan Ghani
Agency Producer: Amin Soltani
Production Studio: Abis Studio, Romania
Studio Producer: Gabi Antal
