COKE STUDIO FOR THE DEAF

TitleCOKE STUDIO FOR THE DEAF
BrandCOCA-COLA
Product / ServiceCOKE STUDIO
CategoryA10. Music Live Experience / Festival
EntrantOGILVY & MATHER Lahore, PAKISTAN
Idea Creation OGILVY & MATHER Lahore, PAKISTAN
Idea Creation 2 K1ND Shanghai, CHINA
Production OGILVY & MATHER Lahore, PAKISTAN
Production 2 K1ND Shanghai, CHINA

Credits

Name Company Position
Asim Naqvi Ogilvy and Mather CEO
Muzakir Ijaz Ogilvy and Mather General Manager
Zehra Zaidi Soho Square Executive Creative Director
Umair Anwar Soho Square Senior Creative Director
Imran Qaiser Soho Square Business Director
Assad Azizuddin Soho Square Associate Account Director
Sana Khan Soho Square Creative Manager
Junaid Younas Soho Square Art Director
Samreen Farooq Soho Square Associate Art Director
Sadaf Javed Soho Square Graphic Designer
Farrukh Zaman Soho Square Production Manager
Tuheer Shafique Soho Square Assistant Production Manager
Sascha Engel K1ND Managing Director
Kelly Woh K1ND Creative Partner
Nicky Szmala K1ND Account Partner
Wenpeng Xiao K1ND Technical Partner
Xu Lei K1ND Technical Engineer
Gao Li K1ND Technical Engineer
Liu Na K1ND Software Engineer
Lloyd Qian K1ND Digital Producer

The Campaign

Music connects people and bridges barriers but the hearing impaired are left disconnected due to their disability, thus to fill this growing gap between the hearing and the hearing impaired, Coke Studio initiated a use of an innovative technology that applies brand’s philosophy of inclusivity to create sensorial experience. The experience provided a quintessence of music by translating sound into a visual language that is comprehendible by using sense of touch and sight. This initiative added a whole new perspective to the field of music and personified brand’s philosophy.

Creative Execution

The Coke Studio for the Deaf installation & couch amplifies two senses, sense of touch and sense of sight. 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 made with plastic and lights inside. Amplification Of Sense Of Sight The couch is linked to LED light installation that also syncs with music and translates sound into visuals, creating a visual language of music that is comprehendible. 100 LED light bulbs with cable were used with the dimension of 120x30x5 cm. *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.

Coke studio is the most popular fusion music show with 110+ Million fans and has reached 150 countries. It is known to be the largest music platform of the country and was leveraged by other countries as well including India, Middle East and Africa. However, the deaf community is deprived of the experience. Coke Studio developed a unique space consisting of a special couch and LED lights installation to give music a whole new dimension in order to provide the deaf community their first larger than life musical experience.

Coke Studio aims to reach out to 100% of the country’s population; however, 9 million people are deprived of the experience due to hearing impairment. Therefore, our primary target audience was the deaf community belonging to all SECs, however, our secondary target audience included Coke Studio fans living all across the world. Coke Studio partnered with Deaf Reach School to provide a sensorial experience to some of the students and activated the project on a digital platform. The project instantly gained popularity and will now be activated on ground, allowing more people from the deaf community to feel the music. The project added a new kind of target audience to the platform where no other music platform has tapped before since Coke Studio believes everyone, regardless of his or her disability can enjoy music.

Links

Social Media URL