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Coke creates bottle that can record sound for ‘Open happiness’ campaign

Message in a bottle: Jun Fujiwara takes sound readings

Message in a bottle: Jun Fujiwara takes sound readings

Coke has created a bottle of the fizzy drink that can record sound.

The ‘Coca-Cola remix bottle’ was devised by Japanese inventor and DJ Jun Fujiwara, who fitted a Coke bottle with a recording device.

The bottle is the centre of a new campaign by OgilvyAction to push the brand’s ‘Open Happiness’ message in Asia.

Sounds recorded by the bottle can be remixed to make shareable music tracks.

“There is no mistaking the sound you hear when you open a bottle of Coca-Cola. With the Coca-Cola Remix Bottle we have given the classic opening ritual a new twist,” Leonardo O’Grady, Coke’s ASEAN integrated marketing communications director said in a press release.

“By remixing everyday sounds we have invited consumers to reinvent the sound of happiness whether it’s from a busy street, children playing or people involved in sport. Everyone, wherever they are in the world, can enjoy these sounds and the music made time and again.”

Eugene Cheong, chief creative officer at Ogilvy & Mather Asia Pacific, added: “Today, we have moved into an era of collaborative creative endeavour. New inventions are allowing us to take creativity to a new level and we are going full circle back to the days when agencies were not stuck in a particular medium such as print or TV.”

Credits:
The Coca-Cola Company
ASEAN Marketing Director: Shakir Moin
ASEAN IMC Director: Leonardo O’Grady
SVP Sparkling & Sports, Japan: Shelly De Villiers

Ogilvy Singapore
Chief Creative Officer: Eugene Cheong
Regional Creative Director: Jeff Curry
Creative Director: Chris Gurney
Regional Executive Creative Director: Daniel Comar
Creative Group Head: Antti Toivonen
Senior Copywriter: Sharon Chan
Senior Art Director: Anna Rondolino

Ogilvy Japan
Executive Creative Director: David Morgan
Creative Director: Kosuke Hashijima
Art Director: Chie Katayama
Traffic: Atsuko Keino

Inventor
DJ-Inventor: Jun Fujiwara

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