The Coca-Cola Company has developed a social music project called the ‘Coca-Cola Remix Bottle' which captures every day sounds turning them into shareable remixes.
The work was done in collaboration with OgilvyAction and Coca-Cola ASEAN and Japanese DJ-inventor, Jun Fujiwara.
The social music project instantly captures the sounds of a particular place or time and remixes them into shareable music tracks.
While the product has currently captured the sounds across Tokyo, it hopes to make its way down to the rest of the ASEAN regions soon.
"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, ASEAN IMC director, The Coca-Cola Company said.
He added that by remixing everyday sounds, Coca-Cola has 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," O'Grady added. The sounds are being released as ringtones and music videos at youtube.com/cokeremixbottle and can be shared with friends and family.
Eugene Cheong, chief creative officer, Ogilvy & Mather Asia Pacific said this is an "era of collaborative creative endeavour" where new inventions are allowing creativity to take on a new level and brands and agencies are "going full circle back to the days when agencies were not stuck in a particular medium such as print or TV."