New Global Ad From Coca-Cola Unites Teens Through Music
TVC features up-and-coming band One Night Only and introduces new track ʻCan You Feel It
ATLANTA - Coca-Cola is set to rock teensʼ worlds in 2011 with “Coca-Cola Music”, an innovative new music program that will give teen fans the inside track on the creation of music and the opportunity to view the industryʼs leading artists at work.
Emerging talent One Night Only has written and recorded a brand new track called “Can You Feel It” for the program. The track will make its debut as the soundtrack to the new global Coca-Cola TVC called “Walls.”
Produced by Wieden+Kennedy Amsterdam, the “Walls” commercial brings to life the sacred teenage ritual of grabbing a Coke, cranking up the stereo and enjoying a moment of release through music at the end of their day.
Though they might feel like they are on their own, the teen ritual is one that takes place in homes across the world. Featuring hundreds of teens of different nationalities alongside One Night Only, the ad portrays this universal moment, bringing down the boundaries and uniting teens all over the world through their love for Coke and music.
“Navigating the insecurities that inevitably come with the teen years is never easy. Coke is unencumbered by the drama of life, it is a simple moment of happiness, not unlike rocking out in the privacy of your own room.” comments Mark Bernath, Executive Creative Director of Wieden+Kennedy Amsterdam.
An interactive music video for “Can you Feel It” was also shot on the same set. Accessible online on Coca-Cola music sites around the world*, teens will be able to see themselves in the video with the band by filming and uploading their own footage, which can then be shared with friends through their social networks.
George Craig of One Night Only commented, “The whole vibe of this project was to show that music has the same effect on people all over the world. It can be a real release from day to day life and thereʼs nothing better than getting in from school, opening a Coke, and playing your favorite music.”
“Walls” is the latest work created for the Coca-Cola Open Happiness campaign which has now launched in over 200 markets.
“The work created for ’Coca-Cola Music’ is perhaps one of the broadest spreads of content that the Company has ever produced that hasnʼt been associated with a global event like the Olympics or the World Cup,” said Jonathan Mildenhall, VP, Global Advertising Strategy and Content Excellence, The Coca-Cola Company, “Teens are the most demanding target audience as far as creativity is concerned and in the way they engage with a brand or campaign. They demand to interact and participate with brands and be a part of the conversation. This program has been designed with that understanding and to enable teens to view, participate and share the content and experiences.”
“Coca-Cola Music” broke first in Germany in January with the launch of the “Walls” TVC. The program will have launched in over 100 markets by the end of 2011.
NOTE TO EDITORS: Ad stills and B-roll footage from behind-the-scenes on set including interviews with the band, actors, creative team and Coca-Cola are available at www.thecoca-colacompany.com/presscenter
* Guidelines for the “Can You Feel It” Interactive music video:
Consumers can access the experience via their local Coca-Cola music site. You can view the interactive music video on the South African site: http://www.coca-cola.com/music/en_ZA/portal/index.html
BROWSER: The following browsers are needed to use the site: IE8, IE7, FF3, or Chrome.
FLASH: Flash 10.2 is needed for the mashup to work properly
REGISTRATION: You are required to register for a FICO account to get the full experience. Please note that you will need to confirm that you are a resident of South Africa to complete the registration.
* “Walls” was shot five times with a locally relevant protagonist in each version (Europe/North America, India, Latin America, Africa, and Asia).
* The set was hand built and measured about the size of a football field. It was made up of around 20 bedrooms, each styled to be completely individual and reflective of teenagerʼs bedrooms across the globe.
* An infinity set with Green Screens was created to allow creation of 3D model rooms beyond those physically built on set.
* Shoots took place on multiple sets at the same time. From the hero bedroom, to the kitchen, to the expansive joined up bedroom set.
* Three large rooms were needed just to contain the teenagersʼ wardrobes, which included items from the Coca-Cola fashion label in Brazil.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola®, the world’s most valuable brand, the Company’s portfolio features 14 billion dollar brands including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater®, Powerade®, Minute Maid®, Simply® and Georgia®. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of 1.7 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at www.thecoca-colacompany.com.
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