[부산국제광고제 2013/Crystal] The Coca-Cola Remix Bottle

2013 부산국제광고제(AD STARS 2013)에서 Campaign video Professional 부문에서 Crystal을 수상한 'The Coca-Cola Remix Bottle' 작품입니다.

(싱가포르, Coca-Cola Ogilvy & Mather)

우리가 내는 작은 소리들이 코카콜라 리믹스 병을 만나면 어떻게 될까요?

코카콜라 병을 열면 행복도 함께 열릴까요?

코카콜라는 코카콜라 병에 리믹스 장치를 설치해 도교의 수백명의 소리를 담았습니다. 이렇게 담겨진 사람들의 호기심과 작은 소리는 리믹스 되어 공개될 때 마다 사람들에게 웃음과 작은 행복을 선사합니다.

재미있는 아이디어로 사람들에게 작은 행복과 즐거움을 주는 코카콜라 리믹스 병('The Coca-Cola Remix Bottle')은 행복을 여는 코카콜라 캠페인과 잘 맞아떨어지는 캠페인입니다.

The Coca-Cola Remix Bottle 영상은 약 53개국에서 다운로드되었고, 131개국에서 공유되었으며, 유투브와 트위터, 페이스북, 블로그 등 SNS를 통해 약 130만 명이 시청했습니다. 

Coca-Cola has kept its top position as one of the most iconic brands in the world by letting people connect with the brand through play, and delivering on its `Open Happiness` manifesto consistently. So the brief to us was simple: push the boundaries of happy experiences that both new and existing consumers can engage in through Coke, with the objective to create more excitement and buzz for the classic.

Opening a bottle of Coke has sounded the same for over 125 years. What if the classic `psssttt!!!` was given a new twist? Together with a young DJ/inventor, Jun Fujiwara, we created the Coca-Cola Remix Bottle: a social music project connecting people through music co-creation. Sounds go into the bottle, and are instantly remixed into original audio tracks. Hundreds of sounds across Tokyo were bottled and turned into shareable video and audio mixes. The digital intervention on the classic bottle aimed to take everyone by surprise?on-ground and on a larger scale online?refreshing the way happiness is shared.

The digital intervention on the classic bottle took our audiences by surprise, creating a hands-on experiential way of sharing happiness, as hundreds of sounds were bottled around Tokyo, and turned into video and audio mixes. On-ground, the activation struck a chord with those who encountered it, eliciting curiousity and laughter whenever the bottle was opened to reveal the mixes. Online, the video mixes reached over 131 countries, while the audio mixes were downloaded in over 53 countries ? helping the campaign reach over 1,303,448 people at launch. These numbers are still growing.