COCA-COLA + SPOTIFY
In 2012 Coca-Cola was looking for a relevant way to connect with teenagers around the relaunch of Coke Music.
The solution - a multi-channel campaign based on the principle of ‘giving teens control of their own story.’ Using street casting we focussed in on two groups of real friends, creating a campaign in print, two short doco style films with teen chosen music, and a global tv spot featuring a real couple.
To further encourage teens to share their music the team also built “Placelists”, an app that brings places and music together. Made in collaboration with Spotify, teens could either drop their own playlist at a geotagged location (like Google Maps) or discover new music at the special places others had left behind. This created a new way to experience music sharing.
In support of the campaign the W+K design team also designed a dynamic music logo that behaved uniquely every time it was in the presence of new music.
Partners: Smuggler Dir. Samir Mallal, MRY, W+K Design Amsterdam