Coke takes advantage of jaffe's good mood

OK, that's a completely off target title, but I am having a good day...I am in a good mood and I am coming across some really great work and ideas. At the top of the list is this initiative from Coke. 

M5 is Coke's experimental marketing concept utilizing short films and revolutionary package design. Basically 5 design groups from 5 continents were charged with creating and sharing "visions of optimism."

While the registration process is a little cumbersome, everything else is way-way cool. The original music tie-ins. The actual aluminium bottle designs (click on the bottle on the bottom right) Score extra points for the day versus night mode. Also score some bonus marks for the ability to allow consumers to download the content/videos.

Unlike CHILL which I think tried a little too hard to be cool (hint: think beyond the 30-second spot which TELLS consumers), M5 DEMONSTRATES coolness without having to tell anything. It just is cool...and communicates this through the effective utilization of brand demonstration, involvement and interactivity.