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

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