“What Are You Waiting For?” was released in several pilot markets across Europe. Since these are very different cultures, there were very different situations. In France, for example, the song was translated and voiced by local hip-hop legend Akhenaton. There, the fact that such an artist worked for Coke stirred up a lively debate amongst his fans and critics.

We composed a musical track that allows the words to build up tension, only to explode into an unforgettable, contemporary crescendo. We found the perfect person to voice the track in up-and-coming rapper “HT”. With his raw, raspy, voice he really brings to life the message and realistic tone of the manifesto. And in addition to that, his life as a social worker that helps youngsters find their path through music made him the perfect spokesperson to introduce “Choose Happiness”. The spot aired in many countries across Europe, resulting in a new, contemporary voice for Coca-Cola that the world hadn’t heard before. Giving Coke’s updated brand message the outstanding introduction it deserves. The content was adapted by MC’s in different European markets, and released through VEVO, iTunes, Spotify and Deezer to become an integral part of youth and pop culture.

The combination of script, style and tone resulted in a new, contemporary voice for Coca-Cola that the world hadn’t heard before. Giving Coke’s updated brand message the outstanding introduction it deserves.