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

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

1 hour ago

Agency of the Year 2024: Greater China winners

Dentsu and Leo Burnett clinched key creative awards, Starcom shone in digital innovation, and Zenith solidified its media grip at the 2024 Greater China Agency of the Year Awards. See all the winners here.

10 hours ago

Campaign expands its coverage into Indonesia

The launch of its Bahasa Indonesia language publication bolsters Campaign’s global expansion, following new German and Canadian editions launched earlier this year.

12 hours ago

Spikes Asia 2025: In conversation with PR jury ...

As the CEO of MSL APAC and the Publicis Groupe global lead on Samsung, Key discusses the role of PR in brand success and gives advice to agencies submitting work for Spikes Asia.

14 hours ago

Creative Minds: Yuchien Wang on the path from ...

The copywriter and brand strategist had originally set out to be a classically trained cellist, even winning a place at the music academy in Taipei. But copywriting eventually won her heart.