Hasta La Ideas

Coca-Cola has recently collaborated with design company Emeco to make the 111 Navy Chair, created from 111 recycled plastic bottles…

Wieden + Kennedy London has created this global press campaign for the chair which, in keeping with Coke’s ice-cold branding, sees the red chair encased in a block of ice. The agency has created a making-of film to show the chair being turned to ice, shown below (and we’re very happy to report that unlike most ad making-ofs there are no cheesy talking heads with creatives here, just lots of ice – well done W+K!):

The poster reflects the launch of the 111 Emeco Chair at the recent Milan Furniture Fair, where it was displayed on the Emeco stand in a one-tonne block of ice. “It took two-and-a-half weeks to cast the ice cube,” say W+K creatives Ben Everitt and Sophie Bodoh, “and once the shoot was finished all that was left was a beautiful chair and a giant puddle.”

Credits:
Agency: Wieden + Kennedy London
Creatives: Ben Everitt, Sophie Bodoh
Creative directors: Guy Featherstone, Lucy Collier
Designer: Richard Hooker
Photographer: Peer Lindgreen