The Coca-Cola Company has partnered with OpenAI and Bain & Company to launch a groundbreaking AI platform called “Create Real Magic,” which enables digital creatives to generate original artwork using iconic creative assets from the Coca-Cola archives. This innovative program comes as a follow-up after the success of their Masterpiece ad featuring classic and contemporary art. Create Real Magic will be powered by GPT-4 and DALL-E. The campaign is hailed to be marked as the first of its kind to combine the capabilities of AI-generated text and images, giving digital artists an unprecedented opportunity to experiment and iterate with Coke’s brand iconography and highest-profile advertising assets.
Accessing the Platform
From now until March 31, fans in the United States, Australia, select countries in Europe, and elsewhere can visit www.createrealmagic.com to get access to dozens of branded elements, including the Coca-Cola contour bottle, Spencerian script logo, and storied symbols from Coke’s advertising archives such as the Coca-Cola Santa Claus and Polar Bear. These branded elements serve as a canvas for AI-powered experimentation and creative iteration.
The Contest
Artists can download and submit their work for the opportunity to be featured on Coke’s digital billboards in New York’s Time Square and London’s Piccadilly Circus. This “Create Real Magic” contest is an excellent opportunity for digital artists to showcase their skills and get global recognition.
The Real Magic Creative Academy
Coca-Cola has also curated a three-day workshop called the “Real Magic Creative Academy” for a group of 30 creators selected from the “Create Real Magic” contest. The workshop will take place at The Coca-Cola Company’s global headquarters in Atlanta this summer, where participants will co-create content that could be used for Coca-Cola licensed merchandising, digital collectibles, and more. Participants will be credited for their work.
The Campaign
This groundbreaking AI platform is part of Coca-Cola’s “Real Magic” global brand platform, which aims to elevate the everyday into the extraordinary. The company believes that there are unexpected moments of connection where magic lives, and this platform is the perfect tool for digital creatives to capture these moments and create something unique.
The Big Picture
The “Create Real Magic” AI platform is an excellent example of how brands can leverage AI technology to enhance creativity and innovation. With the help of OpenAI and Bain & Company, Coca-Cola has created a first-of-its-kind platform that enables digital creatives worldwide to experiment, iterate, and co-create with iconic brand assets. The Campaign is a testament that Coca-Cola Company is leading the way with this pioneering program that could revolutionize how brands approach creativity and marketing.
