coke studio season 12
coke studio is coca cola’s largest asset in pakistan, a conduit for culture, music and identity. for season 12, it was bringing back its original music producer, rohail hyatt. there was mad anticipation and an even higher audience expectation from the season across all generations - the og enthusiasts and the emerging gen z.
and so, the design for the campaign had to have an element of nostalgia but also be relatable to a newer, younger audience who were waiting to see what the hype was about.
[strategy - brief development - project management - collateral design]
design: collaborated with the creative agency, ogilvy, to compile the coke studio design book. the campaign's iconography featured the silhouette of the coke contour bottle in neon, blended with traditional imagery. This combination aimed to resonate with a dual audience: devoted Coca-Cola/Coke Studio enthusiasts and an emerging gen z music listeners only now discovering the beauty of coke studio.
strategy: the season coincidentally could only be launched in ramadan, which is a holy month for muslims and most muslims abstain from music during this time. based on an audience sentiment analysis, my team made the call to launch with a 'hamd' (a praise of Allah) called 'wohi khuda hai'. this was very well received, and resulted in the second highest views on YT up until that point for any coke studio video. presently, it stands at an impressive 62m views.
thumbnail design for YT: drawing from previous season's learning, this thumbnail design was crafted with careful consideration of font size and type to optimize the clickthrough rate.
cultural cans - video animation for social: as part coke studio's ongoing efforts to promote multiculturalism and celebrate the country’s cultural and literary history, and bond through music, these animations for each province and their major cities were illustrated and animated using elements specific to those regions, and with background music from that province.
ooh campaign with 3d cans
coke studio season 12 - premier of ‘wohi khuda hai’
cultural cans: video animation