Hasta La Creative!

Coca-Cola China is looking for some new ideas, so it’s put a challenge to creatives on a crowdsourcing platform, asking for videos that show what Coke tastes like.

“Don’t create an ad for Coke — we are interested in your creative point of view about the taste,” reads Coke’s brief on the crowdsourcing platform eYeka. “If you had to explain to an alien who has never tried it before, which particular element of the Coke taste experience would you talk about, and what creative expression would you show him to get him to crave a sip of that Coke taste?”

Coke has used crowdsourcing before, including in China and Southeast Asia. What’s interesting is what the brand is expecting out of the video submissions — content, maybe, but also a kind of impressionistic market research. The initiative came from agency McCann Shanghai, said Richard Cotton, content and creative excellence director for Coca-Cola China.

Continue reading at AdAge.com