BIZ-COMMUNITY / 27 JUNE 2008
REX gets creative juice flowing
Johannesburg-based design house REX Creative, teamed up with Network BBDO to deliver an advertising campaign for Cell C’s new Juice.co.za portal – and revealed yet another area of expertise in the delivery of cutting-edge illustration and animation.
Biz community / 21 november 2007
Bouffant ''puffs up'' its look with Rex
Boutique production company Bouffant turned to Rex, a young Joburg-based company of designers to design its new corporate identity for the birth of the company.
TIME MAGAZINE / 17 October 2005
Global Business / by Jeremy Caplan
COKE’S QUEST FOR COOL
Five hip global design firms are creating new aluminium bottles to revive the cola’s fading image.
The new bottle collection, dubbed M5 (for Magnificent Five), will roll out over the next year in 50 to 60 select nightclubs around the world. The icons are intended to draw attention from trendsetters, spicing up Coke’s image in the minds of cool hunters and fashionable urban consumers… Coke will try to position the new bottles in fashion magazine layouts and even license the designs for clothing boutiques. A music video will accompany the release of each bottle, a viral-marketing tactic the company thinks will lead to widespread (albeit selective exposure).
The five new designs substitute a smooth aluminium surface for the contoured grooves of the classic green-glass bottle. Each model also features a “night mode” and can glow in the dark. Instead of using standard labels, the company printed graphics directly on the aluminium. “For the first time, the bottle could be reshaped,” says Peter Schelstraete, global brand manager, who credits Apple with demonstrating that consumers reward radically creative design innovation.
Hoping for an iconic, modern hit, the company sought out hot design firms to deliver a new image… ’Coke’s quest of cool began with the Designers Republic, based in Sheffield, England, which dreamed up the Love Being model. Studios from Tokyo, São Paulo, Brazil, and Johannesburg, South Africa, completed the range.
BIZ-COMMUNITY / 9 JUNE 2008
Waking sleeping giants
When it works best, branding can bring about the restructuring of business and the birth of new vision and meaning for a company. Such was the case when Johannesburg-based design company Rex took on their first ever project in the Middle East with the creation of a brand identity for Kuwait-based construction outfit, ACICO
Biz community / 16 november 2007
Joburg design house for Coke marketing remix
In 2008, Coca-Cola celebrates 125 years of Coke and it has invited Rex, a small Joburg-based company of designers turning four next year, to participate in its global birthday celebrations.
ADVERTISING AGE / 8 August 2005
by Kate MacArthur, Chicago
DESIGN SHOPS RAISE COKE MARKETING TO AN ART FORM
Five from around the globe charged with infusing brand with ‘optimism’.
Coke is art. At least it was in the 1960’s when Andy Warhol dipped its iconic contour bottle in silver. Now Coca-Cola is trying to recapture the days when artists such as Keith Haring wove the brand into popular culture. Its marketing plan is code-named M5. The name refers to the “Magnificent Five”, far-flung new-media and design shops the Atlanta Company has tapped to interpret what the marketer calls the brand’s “optimism” through as series of short films and break-through aluminium bottle designs.
BIZ-COMMUNITY / 31 MARCH 2008
H is for Hope
An estimated 230 000 children under 15 are living with HIV in South Africa. Yet only about 10 000 children are currently on ARV treatment, meaning that about 50% of children with HIV/AIDS die before they reach the age of two.
BOARDS MAGAZINE / November 2005
by Rae Ann Fera, Santa Monica
POP ART
Coke taps leading designers for experiential unbranding effort.
“Patron of the arts” isn’t a phrase you often hear these days, especially in conjunction with one of the world’s largest advertisers. But Coke, in a move that channels its historical connection with artists, has become just that. With a project dubbed M5 (cheekily standing for Magnificent 5) that launched in September and is now in full swing, Coke commissioned five design collectives from five continents to create films and collectible aluminium bottle packaging that interpret the brand’s optimism - with no strings attached.
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