The Superpowered Wristbands by Coca-Cola

Name one of the most unexpected signs that summer is coming to a close? The number of festival wristbands your friends are wearing. It seems the more crowded their wrists get, the closer we are to fall. Except for being worn for practical purposes, these somewhat simple adornments evolved, came into fashion and became more than just an entry ticket. Once just a wristband, it became a badge of honor for festival-goers everywhere. 

So what is it about these little fabric stripes that festival lovers hold onto for so long? Why do they wear them for weeks after the event has ended? Well, these colorful bands aren’t just pieces of cloth; they’re symbols. People started wearing wristbands as a form of self-expression, showcasing their interests, beliefs and affiliations. For many, they represent a connection to the music, to other festival-goers, and to the experience they shared. They give you that very much needed street cred, no doubts about it. They let everyone know that, even though you’re stuck at school, or in a queue to get your bus ticket, it’s just your body in there, your heart is still at the festival, dancing to the beat, full of adventure and passion. It’s like a little piece of your free-spirited self you get to carry around on a daily basis.

On that note, Coca-Cola – no introduction needed – had a brilliant idea: invite all the music lovers and festival-goers out there to design their own unique wristbands. For those in the know, wristbands aren’t just festival souvenirs or symbols as we have already come to understand; they’ve also become coveted collectibles worldwide. And what could be more valuable than the rarest, most unique wristband of them all? The one that is designed by you! 

Once said, things need to get done. With that in mind, Coca-Cola took things to the next level. In collaboration with the creative team at LiquidThread, our studio developed an AI-powered augmented reality feature for the existing Coca-Cola app – perfect for wristband enthusiasts to enjoy what they love, this time in virtual reality. Instead of launching another short-lived app that would require hefty promotional budgets to gain traction, we upgraded the popular Coca-Cola app. Now, fans can create, collect, and literally show off their custom wristbands in a whole new way within the app they already have. Integrating the AI-powered wristband creator tool designed by LiquidThread and our studio’s AR virtual try-on was key to success. 

SEE HOW TO CREATE YOUR WRISTBAND


When you do things for fashion lovers, all the details you would never think are that important, need to get that extra bit of attention and care. Thus we made sure the bands’ virtual try-on was as smooth and as close to reality as possible, you could almost feel the little breeze flowing over your banded wrist. 

SEE WRISTBANDS OF THE DAY


This is a fresh spin on a beloved festival tradition, one that Coca-Cola has cultivated and popularized across Europe for many years. In addition to the brand’s numerous challenges, promotional events, ticket giveaways, and other music-driven and supporting activities during their summer campaigns, this new dimension combines tech and creativity to make the summer experience even more exciting. Thus, the marriage of cult wristbands and Coca-Cola feels like a natural fit, as significant ingredients of pop culture, both have always been cool. 

As the festival season comes to an end this year, except for the wonderful wristbands collection to grow whether in the app, hanging off the fridge or on a wrist, all that’s left is to wait for another summer to kick in. 

worth the attention