Coca-Cola Art: Relax with the Pause that Refreshes

Over the years, the Coca-Cola Company has had many slogans in their advertising campaigns, inviting people to take a moment off from their hasty activity: 1924 – “Pause and Refresh Yourself”; 1926 – “Stop at the Red Sign”; 1927 – “Around the Corner from Anywhere. At the Little Red Sign”; 1929 – “The Pause that Refreshes”; 1941 – “A Stop That Belongs On Your Daily Timetable”; 1947 – “Relax With The Pause That Refreshes”…

Today, more than ever, we lead fast paced lives and don’t take a break as often as we should. We continue to work over lunch time to finish a presentation or take some deadline work with us on our weekends or vacation. There’s always something that keeps us going.
But even in these hectic times, we still feel the need to take some quality time off. A pause is the ideal time to spend time with the people you love, to go outside and discover the beauty of nature, hang out with friends, watch the waves at the beach, have an ice-cold Coca-Cola, tell and listen to stories, take a long run in the park, light some incense, go to bed with a nice book or movie, listen to our favorite music, lay down and close our eyes. Enjoy & chill out!

Graphic artist Zoolo Boy came up with this design of a Coca-Cola traffic light. It doesn’t stop traffic, time or deadline stress, but it’s pretty cool. If you like the vector illustration, you can download the Illustrator eps file from the zoolo.net website.

Coca-Cola Retro Lounge: The Art of Chillin’

With the “Coke Side of Life campaign, Coca-Cola proves once again to be in tune with the world’s most current trends in visual arts, design, motion graphics, lifestyle, music & nightlife. Thanks to the company’s amazing efforts (bar & club activations, venue branding, VJ-sets, the limited aluminum Coke M5 & WE8 bottles series, …), Coca-Cola is now an important ingredient in nightlife all over the world.

In nightlife, it’s all about the vibes, about being a trendsetter amongst the cool, about being seen in the limelight. Dress, dance, dare – go wild! But sometimes, it’s cool just to “chill”.
Since the late ‘90s, long working hours and hectic lifestyles have generated a huge boom in lounge & chill places: trendy bars, clubs or restaurants with a relaxed atmosphere, glamorous and luxurious interior design and a large selection of food & drinks.

Another cool aspect of the lounge trend is the diversity of the music. Lounge tunes have the soul of jazz, the sexiness of funk, elements of early house music, all mixed with today’s electronic symphony of sounds. Successful lounge cd-series as Hotel Costes, Buddha Bar, Sinners Lounge, Cafe Del Mar, Supperclub, Hed Kandi Chilled, Cafe Ibiza or Bargroove have sold million of copies. And the trend is far from being over. Every week, there’s another grand opening somewhere of a fabulous lounge bar, club or restaurant – the last one even more spectacular than the one before.

Actually, there is nothing really new here. The term “lounge” dates back to the 16th century (in the sense of “a place of relaxation”) and in the 19th century ‘lounging’ became very popular. Ok, the places weren’t exactly designed by Stephane Dupoux or Karim Rashid but they served hot tea, poured some cool drinks and there was some nice music, too. The type of music played in this kind of waiting rooms and cocktail bars was the lounge music of those days, oldies-but-goldies piano tunes – often with a touch of Swing.
Prohibition forced the consumption of alcohol into private clubs and gave birth to an entirely new culture of secret underground lounges.

The late Fifties and the swinging Sixties were the golden age of “lounging”. People wanted a break from their 9-to-5 stress and the gastronomical wasteland of the TV dinner, so they escaped to their favorite lounge and lead an imagined glamorous & libertine lifestyle in their oasis of choice, even if it was only for a couple of hours.
While some of the lounge music was truly slow, there was lot of uptempo too: music from movies or TV shows, and various exotic genres such as Bossa Nova, Cha-Cha-Cha & Mambo. Lounges became popular sites for socializing and spending a lazy afternoon or evening out.

In the late 1980’s, a lounge revival takes off. US bars & clubs are decorated with tiki masks, fish nets, palms & other kitsch & camp goodies. TV’s are stacked on top of each other like modern totem poles, each screen silently showing fifties lounge heroes as Sinatra (Frank or Nancy), Dean Martin, Sammy Davis Jr., Tony Bennett, Sam Butera, Wayne Newton & Co. Las Vegas classics flow smoothly through jazz standards & exotic grooves.

Halfway the Nineties, Europe took over and set new trends. The current way of bundling music with design can be traced back to Paris, with the debuts of the original Buddha Bar and Hôtel Costes. The rest of the world would follow fast…

Lounges have changed a lot from the Fifties to the present. Every lounge is different, but every lounge creates its own sense of lounge-ness. To cite marketing expert Shane Keller: “It’s a way of being. It is about flowing through life just like the music flows and floats into our feelings and emotions. It is about being with your friends and sharing moments of pleasure”.

The artworks to illustrate this post are “Nightlife Remixes” by “Coke Art Gallery” of vintage Coca-Cola advertising (1920-1960).
All Rights Reserved. © The Coca-Cola Company.

Coca-Cola Soundwave, the Ultimate Music Festival Journey

The love affair between Coca-Cola and music started 50 years ago, and since that day music has become an integral part of Coca-Cola’s DNA. Today, Coca-Cola is the sponsor of many music festivals worldwide.

In 2005, Coca-Cola launched Soundwave, an international program that celebrates music, travel and the thrill of new experiences. At the heart of Coca-Cola Soundwave was the spectacular Coca-Cola SoundWave Express, transporting hundreds of Coke prize winners to one of 7 music festivals and giving them the time of their lives. For these lucky ones, Coca-Cola opened the door to the magic world of some of Europe’s best festivals and mapped the route for the ultimate music festival journey.

Here you can see photos and original artworks of the Coca-Cola Soundwave Express. The festival train was specially designed to bring young people together from all-over Europe to share in the exciting discovery of new music.

The Coca-Cola train was made up of nine different entertainment and passenger carriages, including the Live Music Carriage (for lovers of a good rock&roll concert), the Dance Club carriage (a real club experience, complete with DJ booth, dance area and lighting effects), the Rhythm Lounge (for people looking to exercise their own musical talents, complete with bongo drums and other instruments) and the Chill Out Carriage, offering laid back beats and grooves, and a mellow mood.

If Bob Marley was still alive today, he would have loved to play on Chiemsee Reggae Summer, one of the biggest and best reggae festivals in Europe. The festival is located at the Chiemsee lake and offers 3 days of live reggae and top sound systems. The only think that was a bit missing for the last editions was the sun, so the organisers decided to move the festival to August. Hopefully the sun will shine in Bavaria like it does in Jamaica!
Website: www.chiemsee-reggae.de

15 years ago some Dutch friends decided to organize a small party festival, full of dance, love and happiness. Their “Dance Valley” festival, situated in Spaarnwoude (near Amsterdam) quickly became known as “the Woodstock of Dance”. Dance Valley is known for its open-mindness and programs each year the biggest names and upcoming talents of dance, trance, techno and experimental electronic music. Website: www.dancevalley.nl

Eurockeennes de Belfort is one of the longest running festivals in France (since 1989) but always presents a fresh line up of cutting edge artists. Thanks to the Eurockeennes commitment to musical diversity, festival-goers have a great opportunity to discover new sounds and musical genres. Website: www.eurockeennes.fr

Festival Internacional de Benicàssim, known among festival lovers as simply FIB, is a week long whirlwind centered around rock, pop, world music and electronica music that creates a level of excitement that you will never forget. Situated between the hills on the Costa Azahar and Benicàssim beach, FIB’s multiple stages play host to over 130 artists. Besides music, FIB offers also short films, fashion, art, dance & theatre. Website: www.fiberfib.com

In just 5 short years, Rock ‘n Coke, has succeeded in becoming one of the Europe’s most-anticipated music festivals. Turkey’s biggest open-air music festival has gained a sterling reputation for presenting an eclectic selection of the biggest names in rock, pop and alternative music. Rock ‘n Coke did not take place in 2008, but the organizers already promised to come up with a smashing edition in 2009. Website: www.rockncoke.com

COCA-COLA SOUNDWAVE TOUR 2005

* Coca-Cola SoundWave – Stockholm, Sweden. Headliner: Avril Lavigne.
* Eurockéennes – Belfort, France. Headliners: Chemical Brothers, Kraftwerk, Royksopp, Nine Inch Nails, Sonic Youth, Queens of Stone Age and Garbage.
* Dance Valley – near Amsterdam, The Netherlands. Headliners: Deep Dish, Paul van Dyk, Seb Fontaine, Carl Cox, Sasha, Nick Warren, Deep Dish, Paul van Dyk and Seb Fontaine.
* Festival Internacional de Benicàssim (FIB) – near Valencia, Spain. Headliners: Oasis, Milo, Keane, Underworld, Basement Jaxx, Nick Cave & The Bad Seeds and Kasabian.
* Chiemsee Reggae Summer – Chiemsee, Germany. Headliners: Jimmy Cliff, the I- Three featuring Rita Marley, Afrika Bambaataa.
* Coke Soundwave Mykonos – Mykonos, Greece. Headliner: Anna Vissi.
* Rock’n Coke – near Istanbul, Turkey. Headliners: The Cure, Offspring and Korn.

For the Coca-Cola Soundwave project, RockAndRoll Agency designed and vectorized over 400 artworks (train graphics, packaging and POS), over 2700 sqm in total!
Brand manager Coca-Cola: Umut Özaydinli, Global Music Marketing Manager.

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