BREAD art logo type
participation | media | technology | art

power of optimism

An exciting, dynamic work commissioned by Coca-Cola that celebrates how the nation spreads positivity and optimism on social media. It was exhibited on Observation Point, South Bank, London on January 30, 2014 as part of Coke's Reasons to Believe campaign.

The work is constructed from a series of cubes showing the top twenty positive words used on Twitter in 2013. A direct connection to Twitter allows the work to respond in real time and light up the words based on the number of tweets being sent around the UK containing each of them.

A second set of cubes work as lightboxes displaying photos shared on Instagram by optimists from around the UK throughout January using the hashtag campaign hashtag #ReasonsToBelieve.

Further cubes contain dozens of glass Coca-Cola bottles that explore the patterns, textures, shadows and shapes created when lighting these classic icons of product design.

'The Power of Optimism' followed new research commissioned by Coca-Cola which offers a surprising look at the UK's behaviour online, revealing that online positivity is thriving. Since the start of this year, positive tweets have accounted for nearly half of all messages sent on Twitter.

This piece of art forms part of Coca-Cola's Reasons to Believe campaign which shines a spotlight on life's positives, championing the optimism that the brand has always for over the last 127 years.

Huffington Post
Marketing Week
Now. Here. This.
RWD mag

The work was produced by Blue Rubicon with particular thanks to Abbi, Dee, Faye, Jack and Katie.
It was manufactured by 24 Design with additional software design by Ben Lycett and Filipe Prata de Lima, structural assessment by Jeni Nelson and electrical design support from Roger Boultbee.
It would not have been on site without the monumental efforts of the installation crew: Jen Cheung, Maria Hammond and Paul Blackshaw. t:+44 (0) 774 884 7029

site design by David Boultbee ©2013

we are BREAD art

We create unexpected encounters which gently ask you to slow down, stop for a moment and take in your surroundings in the hope that you'll notice something new.

We are artists, makers and creative thinkers, with strong social focus, inspired by spaces and the public realm. We use light, sound and interactive technologies to create the unexpected and seemingly impossible.

We create original and engaging works - multi-sensory experiences, often integrating visual, audible and interactive elements, that invite discovery, develop a sense of place, and encourage audience interactivity with both the work and each other.

We have wide expertise. We develop exciting and ambitious projects. Our creative thinking is backed by the experience to deliver. We work across varied locations, indoors and out, in harsh environments and on sensitive sites.

Our work ranges from community consultation and design and build for the public realm to bespoke creative technology development for private projects. Clients include local authorities, arts organisations, national museums and international companies.

Access to art and creativity is empowering. It engenders a feeling of having a voice, develops a profound sense of identity, ownership of and belonging to the places where we live, and provides a forum from which to explore our own surroundings and links to others.

BREAD delivered its first project in 2009 and is led by David Boultbee t:+44 (0) 774 884 7029