The Campaign

Music connects people and bridges barriers but what is sound to those who’ve a lack of hearing? Around 9million of our population have some form of hearing impairment that deprives them from having this wonderful experience. Coke Studio, being the largest music platform, felt that there was a need to explore and to exhaust all the options in order to provide the hearing impaired what they couldn’t otherwise have. In search of a solution, Coke Studio initiated a use of an innovative technology that applies brand’s philosophy of inclusivity to create sensorial experience. The technology consists of a special couch and a unique LED lights installation that synced with every beat of music, thus giving music a tangible form and allowing the deaf community to enjoy music as well.

Creative Execution

The Coke Studio for the Deaf installation & couch amplifies two senses, sense of touch and sense of sight, for hearing impaired that is the closest form of compensation for a lack of sense of hearing. Amplification Of Sense Of Touch A couch that consists of multiple vibrating engines was created that syncs with every beat of music, giving music tangibility and allowing the hearing impaired to experience it for the first time. The couch has the dimensions of 82X94X75 cm and is constructed with plastic and lights inside. Amplification Of Sense Of Sight The couch is linked to LED light installation that also syncs with the beat of music and translates sound into visuals, thus creating a visual language of music that is comprehendible. 100 LED light bulbs with cable were used with the dimension of 120x30x5 cm Students of Deaf Reach School were given an opportunity to experience music for the first time. A digital content piece was generated through this interaction and reached millions. *Suranga Chandima Nanayakkara, Lonce Wyse, S. H. Ong and Elizabeth A. Taylor, Enhancing Musical Experience for the Hearing-impaired using Visual and Haptic Displays. (10-12)

CS for the Deaf achieved a million views in less than 24 hours. It had 3,060,09 Facebook views with 23% engagement rates and 32,849 shares! The project was even acknowledged and published in other countries including Hindustantimes, and Khaleejtimes. ‘A recent video that was uploaded by Coke Studio's official will leave you spell-bound! No, it's not an ordinary video. In order to make music a wonderful experience for deaf people, Coke Studio did something brilliant.’ – Indiatimes ‘ This video gone viral not only shows us deaf people's enjoyment of music, but also changes the way we think about music.’ – DAWN Source: http://www.indiatimes.com/entertainment/celebs/combining-light-and-vibrations-coke-studio-transforms-itself-for-the-deaf-community-259198.html http://images.dawn.com/news/1175935 The project will be going all across nation, giving more people, belonging to the deaf community, a chance to experience music and will also be leveraged in Coke Studio Season 10, adding a larger audience to the platform.

Coke studio is the most popular fusion music show with 110+ Million fans and has reached more than 150 countries .It is known to be the largest music platform of Pakistan and has been shaping pop culture since past 8 years. India, Middle East and Africa also leveraged this platform. Coke Studio believes that music has the ability to unite people, however, the deaf community is deprived of the opportunity. In order to connect with them, a sensorial experience was created as a quintessence of music by translating sound into a visual language.