In Asia, where brands are incessantly bombarding people with advertising, Coca-Cola knows the need to entertain people differently.

Teens and young adults are constantly engaging with different channels and switching between them, which makes grabbing their attention much harder. But with interesting content, there’s a chance to strengthen the connection with them.

In this environment, we were asked to push the boundaries of happy experiences with engaging work that delivers on Coca-Cola’s ‘Open Happiness’ manifesto.

This is a piece of direct marketing that literally creates a fresh spin on what it means to ‘Open Happiness’ the Coke way through the power of sound. Letting people come into contact with the brand through the Coca-Cola Remix Bottle—by inputting sounds directly and hearing them remixed instantly into a co-created track when the bottle is opened—is a cost-effective yet powerful way to build brand equity.

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.