Designed as part of Coca-Cola’s M5 initiative in 2006 — 21st century Coke’s attempt to re-align with its Warholian pop-cultural past. TDR were invited to represent Europe joining 4 other globally dispersed creative agencies in ‘exploring the improbable to throw up some very exciting possibilities’. Love Being was a TDR™ idea ignited by Coke’s ‘Better World’ manifesto. 

While cynicism remains key to the analytical process, it is optipositivity which inspires and affects progress as distinct from change. Following on from Life Before Death (rather than After) (for Liberty, London) and TDR™/ Pho-Ku Corp’s own Kill Yourself project, the core concept behind Love Being was deliberately equally ambiguous — either modus operandi or personal affirmation — the medium and the message. It’s the lightbulb flashing in your head and the warm glow of your beating heart.

Coca-Cola gave us the opportunity to continue infecting our commercial work with our own ‘high ideals and crazy dreams’. 

While the bottle took the idea somewhere else, the shirt design is pretty true to our original pre-Coke Love Being creative, which was also the launch-point for the Coca-collaborative TDR-animated video for Citizen Bird’s Joy (durch Coke) video.

*Approximate Size

Length: 70cm, Width: 50cm