The Coca-Cola Company: Epic Night Out

The Challenge

Coca-Cola was underrepresented at mealtimes in Thailand, particularly among Gen Z. The brand needed to deeply infiltrate local food culture and create a genuine association between Coca-Cola and the joy of Thai street food, driving both brand perception and measurable commercial results.

The Strategy

The team built the campaign around two iconic Thai figures whose worlds intersected perfectly with the brief: rap icon F.HERO and MasterChef judge Chef Pom. By bringing together hip-hop, street food, fashion, and an abundance of personality, the campaign created a first-of-its-kind interactive music video that allowed viewers to order featured dishes through Grab, bridging content and commerce in a genuinely novel way.

The Work

The 167-second interactive music video was crafted to feel nothing like advertising, embedding the brand within a piece of culture that Gen Z would actively seek out and share. Easter eggs hidden within the video unlocked VIP experiences, driving engagement and rewarding fans who went deeper. The campaign extended into viral TikTok trends, merchandise, and physical activations, creating a rich and immersive brand experience that lived far beyond the original content.

Results

The campaign grew Coca-Cola's association with food, increased transactions both online and offline, and delivered a substantial increase in the brand's soft drink market share in Thailand.

The Judges' Verdict

"A perfect choice of iconic, credible local influencers who were true co-creators. Creating a bespoke song was a genius addition – the immersive storytelling set a new standard."