Bronze
Music & Sound
Original Music with Lyrics
| Entrant: | BRING - Universal Music for Brands, Sydney |
| Brand: | Coke Studio |
| Title: | "Takeover" |
| Corporate Name of Client: | The Coca-Cola Company |
| Client Company: | Coca-Cola, Sydney |
| Client Head of Brand Marketing: | Kate Miller |
| Senior Client Brand Managers: | Jack Basil Jones/Bridget Slipper |
| Client Account Director: | Gina Beck |
| Media Company: | EssenceMediacom, Sydney |
| PR Company: | Ogilvy PR, Sydney |
| Agency: | Ogilvy Australia, Sydney |
| Chief Creative Officer AUNZ: | Toby Talbot |
| Creative Directors: | Anthony Campagna/Jari Kennedy |
| Agency Senior Account Executives: | Bridget Slipper/Jack Basil Jones |
| Agency Group Account Director: | Matt Richards |
| Agency Account Directors: | Ashleigh Taylor/Hanri Els |
| Agency Managing Director: | Adam Ireland |
| Agency Business Director: | Matt Richards |
| Agency Executive Partnerships Director: | Brooke Pilton |
| Agency Partnerships Manager: | Michelle Sokol |
| Production Company: | Revolver, Sydney |
| Production Company Managing Director: | Michael Ritchie |
| Senior Executive Producer: | Pip Smart |
| Director: | Gabriel Gasparinatos |
| 1st AD: | Roman Jody |
| Producer: | Max Horn |
| Directors of Photography: | Tyson Perkins/Max Walter |
| Production Company Costume Designer: | Erik Yvon |
| Production Company Stylist: | Elle Hioe |
| Post-Production Company: | Arc Edit, Sydney |
| Editor: | Laurence Van Camp |
| Colorist: | Marcus Friedlander |
| Music Creative Agency Company: | BRING - Universal Music for Brands, Sydney |
| Sound Design Company: | Rumble Studios |
| Sound Design Executive Producer: | Dan William |
| Casting Company: | Wayward Creative, Sydney |
Description:
When launching in Australia, we could have easily gone with two big-name Aussie artists. But with the Australian music scene facing its challenges — live music venues closing, festivals being canceled, artists not able to make a living — we saw a chance to do something that not only engaged music fans, but heroed up and coming artists.
So, we enlisted global sensation Tones and I to help elevate two emerging talents: Australian production prodigy Young Franco and rising Kiwi rapper CHAII.
Together, they were tasked to create a track from scratch. And we gave fans an Access All Areas, via their socials, not just to observe but to actively participate in every step of the creative process.
CHAII and Young Franco stepped into the Coke Studio with Tones and I, armed with nothing but talent and their phones. Fuelled by a Young Franco beat and fan inspiration, a hit began to take shape.
But every hit needs a music video.
So we gave the fans even more control. The artist asked them to dream up scenes for the music video, and then got the artists to pick their favourites. Enter a group of emerging collaborators — director Gabe Gasparinatos, choreographer Kaea Pearce, visual artist Serwah Attafuah, fashion designer Erik Yvon — who worked together to take these comments and turn them into stylized tableaus.
A week before the track and music video dropped, 500 of these fans gathered for an exclusive live performance of the track and viewing of the music video. But (Can’t Get You) Off My Mind wasn’t just a track or music video; it was the fans track and the fans music video.
Results after 4 weeks (Still ongoing): – 3m+ Streams – 110+ Spotify New Music Fridays & Apple New Music Dailyplus (APAC, EU & US) – 1m+ YouTube views – ARIA (Australian Record Industry Association) chart debut in week one Massive increase in monthly listeners (Young Franco +62%, CHAII +432%)