Coca-Cola
PLACELISTS

My first project at W+K Amsterdam and our team is tasked with relaunching Coke Music via a global campaign that re-engages teenagers with the brand. Following the insight that Teens like to be in control of their music, we set about creating a multi-channel campaign that boldly embraced this strategy.

“A campaign that gives teens control of their own musical journey”

The campaign focussed on two groups of real friends informing the print campaign, two documentary-style films with teen-chosen music, and a global tv spot featuring a first for Coke, ‘an interracial couple.’

Sitting central to the campaign, we created the “Placelists” app that encouraged teens to share their own music by geotagging Spotify playlists to physical locations (much like Google Maps). Teens could either drop their own tracks at their favorite spots or discover new music tagged at other locations. This created an exciting new way to interact via music sharing.