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Top 6: March 29th 2023

Coca-Cola: Create Real Magic

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Top 6: March 29th 2023
Coca-Cola today announced the launch of “Create Real Magic,” making it the first company to use the latest versions of DALL-E and GPT to create AI-based artwork. Available at, the platform allows people to work with some of Coca-Cola's iconic visual assets – such as the contour bottle, Spencerian script logo, Santa Claus and Polar Bears – to add in their own creativity. The company is providing people with access to some of the most powerful AI technology currently available. As part of a limited time contest running through March 31, creators in one of the 17 participating countries can submit their artwork to potentially be featured on Coca-Cola’s iconic billboards in New York’s Time Square and London’s Piccadilly Circus. Thirty of those creators will also be selected to participate in the Real Magic Creative Academy. The first-of-its-kind experience will invite global creators to a three-day creative workshop at Coca-Cola's headquarters in Atlanta. The workshop will unite artists in an experience that allows them to showcase their unique talents and receive global recognition and visibility. As part of the launch of the campaign, Coca-Cola has partnered with four global AI artists – Emma Sofija (United States), Chris Branch and Paul Parsons (Europe) and Ean Hwa Huang (Asia) – who have created custom art using iconic Coca-Cola imagery together with OpenAI technology and Coca-Cola assets. The “Create Real Magic” campaign is the latest expression of Coca-Cola’s global brand philosophy “Real Magic,” which is rooted in the idea that magic lives in unexpected moments of connection that elevate the everyday into the extraordinary. It also represents one of the first campaigns that sees the brand significantly apply AI technology in a marketing activation, as it continues to engage with fans in diverse and creative ways.

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