As part of a Global Coca-Cola Music initiative, the team developed ‘Placelists. Every song has a place’. A platform that encouraged teenagers to link their special places to their favorite music tracks. At the center of the campaign we created a Spotify powered app which took advantage of music accessibility and geolocation to enable you to tag your music to the physical world. This new activity helped with the enjoyment and discovery of music sharing between you and your friends.
HOW IT WORKS
THE SPOTIFY APP
Tag a location then create a playlist for your friends, also listen to an existing music Placelist.
To accompany the launch of the app we created support short documentary films of teenagers as showing the importance of music in their lives. These stories portrayed real relationships, real situations and a first for Coca-Cola - their first commercial that featured an inter-racial love story giving it modern context.
• Will & Jake
• Pia & Leiti
OTHER INTEGRATED PIECES
Include: photography, posters, a global TV spot, and a dynamic logo generator.
PRINT & POSTERS
All shot reportàge style and note the Dynamic logo in the layouts.
A TV commercial featuring the same teenagers as the documentaries helped drive more engagement to the app.
DYNAMIC LOGO GENERATOR
Also at the core of the campaign, the design team created a logo generator. When placed near a music source it created a unique versions of the logo.