An Experiment-Can the biggest brand on Earth create a non-branded music video that would grow in to a viral sensation, re-invigorate Coke’s connection with young EU club goers and music fans worldwide, continue Coke’s storied history of associations with the world’s top visual artists, and advance Coke’s overarching brand message of positivity and optimism – The Coke Side Of Life?

A performance on a Cannes beach by the video’s music artist launched a campaign that would make EU club goers dance, experience amazing VJ sets and drink from special-edition UV light sensitive aluminum Coke bottles tied to the video artwork. The video launched as the heart of a Coke+iTunes alliance, with associated material placed on 2 billion Coke packages in 17 European countries. Finally, an interactive web site allowed people worldwide to dive deeper into the campaign, while careful seeding of the video and art elements inspired the creation of new visual and music mixes – truly taking it viral.