Wednesday, 7 October 2009

Is there any Justice? Xavier and Gaspard do Coke.

This is the final design for Club Coke 2009, created in collaboration with Justice and Ed Banger Records (specifically SoMe). The red colourway on the left features the well known line from Justice's widely popular and overplayed tune 'D.A.N.C.E'. But the image to the right is the most exciting. Come night-fall the bottle glows in the dark! What the?

From a marketing point of view it's a very innovative idea and the whole Justice, Ed Banger/SoMe inclusion, is well, a money maker and a half.

My question is why?

Why did the Frenchies Xavier and Gaspard succumb? Why did they discredit their image by associating themselves with Coke? Did they need the money? Highly unlikely. Band Justice is more than financially stable and then there's Ed Banger Records, a company which produces Justice, Uffie, SoMe and is owned by Busy P. Ie. Pedro Winter the mogal who managed Daft punk, at least until 08. And although it was solely the Ed Banger Creative Designer 'SoMe' assisting in the design of the alluminium bottle, the record label is still just as tarnished.

Lucky for Justice, they're not just a gimmick and they really do live up to their reputation. Just check out one of their live gigs and you'll understand why. But I feel their rebel spirit has become dampened. I will admit that, this was somewhat dwindling ever since their commercial success and as much as I resent what 'commercial success' does to many artists, if they intend on bringing in the cash, there ain't much that can be done. But selling their 'souls' to the Coke label was definitely something that could have been avoided.

2009 - The advertisement celebrating 5 years of Club Coke.

In 2008, the French duo also partnered with Parisian creative collective Surface 2 Air and designed three leather jackets (150 pieces) alongside two jeans.

Enough with the cross pollination, just concentrate on what you're good at: your god given talent.

S’il vous plaĆ®t.


  1. justice were graphic designers before they were musicians! word has it that they just casually entered a competition to remix a certain song by a band called Simian...

  2. ...And more power to them. It's just the whole Coke collaboration. It just rubs me the wrong way. What purpose did it serve for them? Other than, as a vessel to expand their fanbase.


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