Although the Special Olympics are still two years away, Coke and Adobe have partnered to crowdsource ideas for the upcoming games, which are set to be held in Tokyo.
The campaign, titled "Coke x Adobe x You,” has challenged willing participants from around the globe to create Special Olympics-themed designs using the Coke brand and Adobe's tools. The companies have deviated from the standard branding process to incorporate a more community-based approach, in order to generate interest and awareness of the event at a fraction of the cost.
As a first time sponsor of the Special Olympics, Coca-Cola aims to disrupt its own process, through encouraging a global community of artists to share their unique perspectives on the brands and the games. In addition to promoting the Coke brand, this inventive crowdsourcing campaign ties into Adobe's current branding of "Design for Good."