“The Conductor” campaign was made by BETC London and directed by Pierre Dupaquier of Iconoclast
Coca-Cola has launched a campaign to globally expand its music platform, Coke Studio, which provides the opportunity for emerging talent to partner, create and deliver their music to new audiences.
The platform first went live in 2008 in Pakistan, but now the company wants to expand it globally with the campaign, “The Conductor”, made by BETC London.
In the two-minute video directed by Iconoclast’s Pierre Dupaquier, artists Ari Lennox, Griff, Ekin Beril, Mariah Angeliq, Tems, Tesher and K-pop girl group TRI.BE perform a reimagining of Queen’s song “A Kind of Magic”.
“We already have four amazing places where Coke Studio is successful. Now is the time to take Coke Studio to a global level,” explained Pratik Thakar, Coca-Cola’s global head of creative strategy, to Campaign.
In addition to the film, each artist recorded their own version of “A Kind of Magic” which, along with exclusive tracks and behind-the-scenes footage, will be available at Coke Studio.
Content can also be accessed by activating the “Drink. Scan. Enjoy” package, which transforms Coca-Cola packaging into digital portals that lead people to Coke Studio’s global content.