For the summer of 2013 Coca Cola wanted to relaunch Coke MUSIC in a way that would reconnect with teens and let them take the power back.
We created a multi-platform campaign featuring Films, packaging design, a dynamic identity that reacts to music, and Placelists: An app bringing places and music together. With the help of Spotify, the campaign launched globally and enabled teens to listen and tag location-specific music. It's like google maps but for all your favorite music.
After doing extensive street casting, we let two groups of friends decide which places they would tag with which songs. We filmed two short documentaries with them and created a global anthem spot using an actual couple.
Credits to Philip Cronerud and Joe Burrin for all the fantastic design work for the campaign.
