Free the Rhythms

A global integrated campaign, developed by WPP Open X and led by VML, designed to outsmart algorithms by mixing up music tastes

Klant

Coca-Cola

Onze kantoren

Kansas City
New York
United States

GenZ is trapped in music bubbles created by platform algorithms. 80% of active listeners only engage with one percent of available artists, which means many musical styles remain undiscovered.

Coke Studio has been revamped. Introducing creative collisions: unexpected artist collaborations that have shaken up the music scene and pushed algorithms to suggest new tastes for a new generation.

WPP Open X, led by VML, teamed with John Batiste, the acclaimed Oscar and five-time Grammy winner, to craft an original track featuring New Jeans, J.I.D., Camilo, and Cat Burns. This groundbreaking collaboration, launched globally, created a ripple effect, with 26 artist from 20 countries producing 16 fresh tracks released on social media, Spotify, and official Coke channels.

However, the impact didn't stop there. We extended the concept to the real world, making immersive activations at major festivals such as Coachella, Lollapalooza, and Tomorrowland. We also unveiled an exclusive mobile game inspired by the music video. Fans could access and win prizes by simply scanning a can of Coke — elevating the experience and engagement.

In het kort

100M+

organic video views

In het kort

105M+

streams on music platforms

In het kort

7M+

mobile game sessions

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