Coca-Cola's Tet 2014: A Celebration of Tradition and Innovation

Rice Creative's Award-Winning Design Infuses Coca-Cola Cans with Vietnamese New Year Spirit

Every year, Vietnam comes alive with the vibrant colors and festive spirit of Tết, the country's most celebrated holiday. In 2014, this festive season was marked by a unique and innovative design that adorned Coca-Cola cans across the nation. The creative minds behind this design were none other than the team at Rice Creative, who drew inspiration from the thousands of Tết decorations and wishes found all around the country.

The design's unique properties lie in its ability to spread millions of Tết wishes nationwide. Rice Creative utilized Coca-Cola's Tết symbol, the Swallow Bird, to form these wishes. Each can featured hundreds of hand-drawn swallows, carefully arranged around a custom script to form a series of meaningful Vietnamese wishes. "An" means Peace, "Tài" signifies Success, and "Lộc" stands for Prosperity. These words, widely exchanged throughout the holiday, traditionally adorn Tết decorations.

The project, which started in April 2013 and concluded in July 2013, presented several creative, technical, and research challenges. The objective was to spread happiness and Tết appreciation with Coca-Cola, a drink widely consumed during this festive season. The result was a series of Coca-Cola cans that not only spread millions of Tết wishes nationwide but also won the Platinum A' Packaging Design Award in 2014.

This award recognizes world-class, exceptional, and highly innovative designs that showcase unmatched professionalism and genius. It is awarded to designs that advance the boundaries of art, science, design, and technology, exhibiting transcendent excellence and contributing to societal wellbeing. Rice Creative's design for Coca-Cola's Tết 2014 cans certainly lived up to these high standards, marking a significant milestone in the field of packaging design.

The design's success can be attributed to the collaborative efforts of the Rice Creative team, including Creative Directors Chi-An De Leo and Joshua Breidenbach, Designers Dinh Thi Thuy Truc, Huynh Tran Khanh Nguyen, and Nguyen Phu Hai, and Producer Mai Ngoc Que Lan. Their innovative approach and dedication to capturing the spirit of Tết resulted in a design that resonated with millions, making the Lunar New Year of 2014 a memorable one.

In conclusion, Rice Creative's design for Coca-Cola's Tết 2014 cans is a testament to the power of innovative design in capturing and conveying cultural traditions. It serves as an inspiring example for designers worldwide, demonstrating how creativity and cultural understanding can come together to create a design that is not only visually appealing but also deeply meaningful.