Coca-Cola has recently launched a half musical, half social experiment in Tokyo, Japan, to capture the sounds of happiness and then mix them up with a familiar “pshhhh” sound that you hear when open a Coca-Cola bottle.
In collaboration with a young Japanese inventor and DJ Jun Fujiwara, the brand embedded a sound-recording device into a Coca-Cola Remix Bottle that travelled around the city to record different sounds, be it a car noise, children’s laughter or people’s voices in various places from candy shop to sushi restaurant.
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Opened, the technically-enhanced bottle repeated the remixed versions of the recorded sounds. The DJ has also used those sounds to turn them into ringtones that can be downloaded. The agency behind the project is OgilvyAction.
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