Racheal Lee
Apr 18, 2013

Coca-Cola bottle captures everyday sounds; turning them into shareable remixes

SINGAPORE - The Coca-Cola Company has unveiled a social music project, entitled the “Coca-Cola Remix Bottle”, which revolves around a Coca-Cola bottle that captures everyday sounds and turns them into shareable remixes.

wide player in 16:9 format. Used on article page for Campaign.

The project, which embraces the Coca-Cola ‘Open happiness’ message, captures the sounds of a particular place or time and remixes them into shareable music tracks that can be enjoyed by consumers.

It was created by Coca-Cola ASEAN and young Japanese DJ/inventor Jun Fujiwara, through OgilvyAction. The campaign targets all of the ASEAN countries.

Leonardo O’Grady, ASEAN IMC director at The Coca-Cola Company, said the Coca-Cola Remix Bottle gives the classic opening ritual a new twist.

“By remixing everyday sounds we have invited consumers to reinvent the sound of happiness, whether it’s from a busy street, children playing or people involved in sport,” he said. “Everyone, wherever they are in the world, can enjoy these sounds and the music made time and again.”

In Tokyo, the music created from consumers’ sounds by the Coca-Cola Remix Bottle are being released as ringtones and music videos at the brand's YouTube channel, and can be shared with friends and family.

Eugene Cheong, chief creative officer at Ogilvy & Mather Asia Pacific, noted that the industry has moved into an era of collaborative creative endeavour.

“New inventions are allowing us to take creativity to a new level, and we are going full circle back to the days when agencies were not stuck in a particular medium such as print or TV,” he said.

 

CREDITS
The Coca-Cola Company
ASEAN marketing director
Shakir Moin
ASEAN IMC director Leonardo O’Grady
SVP sparkling & sports, Japan Shelly De Villiers

Ogilvy Singapore
Chief creative officer Eugene Cheong
Regional creative director Jeff Curry
Creative director Chris Gurney
Regional executive creative director Daniel Comar
Creative group head Antti Toivonen
Senior copywriter Sharon Chan
Senior art director
Anna Rondolino

Ogilvy Japan
Executive creative director David Morgan
Creative director Kosuke Hashijima
Art director Chie Katayama
Traffic Atsuko Keino

Source:
Campaign Asia

Related Articles

Just Published

4 hours ago

The 12-minute window to CTV’s goldmine

The fight for CTV inventory is fierce, but the most valuable ad space isn't where you think it is. Ramakrishnan Raja says that CMOs must master how to leverage the 12-minute discovery window for maximum impact.

4 hours ago

Digital surge powers APAC ad growth to $289 billion ...

The APAC advertising market grew by 7.5% this year, with digital pure players driving 76% of ad budgets. Traditional media saw modest growth, but the future remains firmly digital as the region braces for an 82% digital share by 2029.

4 hours ago

Brain waves meet horsepower in Audi Vietnam campaign

Forget traditional test drives—Audi's new Q8 campaign is using neuroscience to find owners who share a genuine neural connection with the luxury brand's DNA.

5 hours ago

Move and win roundup: Week of December 9, 2024

Kraft Heinz, fFCB Shout, Dept, Moloco, Anker Innovation, and more in our weekly roundup of people moves and account wins.