The Studio’s sensorial experience was created as a quintessence of music by translating sound into a visual language that is comprehendible by using sense of touch and sense of sight.
It's a successful collaboration work from Ogilvy Pakistan and Ogilvy K1ND China for conceptualization and technology.
“Coca-Cola is an all-inclusive brand that revolves around bringing people together,” said Rizwan U. Khan, general manager, Coca-Cola Pakistan. “It shrinks social barriers and encourages people to share their emotions and experiences. However, despite reaching the masses, an estimated 9 million people here have some form of hearing impairment, and have not experienced the magic of Coke Studio. We are really happy that we are now able to make them a part of this unique experience and keep them connected with other people who have been enjoying Coke Studio for the past eight years.”
Richard Geary, founder and director of the Deaf Reach Program in Pakistan endorsed the partnership with Coke Studio. “Our collaboration with Coke Studio reflects our approach towards opening new experiences for the deaf community and creating enabling opportunities for their inclusion and success," he said. "Coke Studio’s new initiative will not only draw a circle to include those who are often marginalized, but serve to create more awareness and acceptance from the mainstream audience, helping them to better understand the challenges faced by the deaf community.”
The video gauged a million views in less than 24hrs, and over 3 millions Facebook views with 23% engagement rate and over 32K shares!