"Building"

June 14, 2014
Coca-Cola "Building"

For their animated commercial, “Building,” where a red balloon spirals around an apartment building full of various Coke-drinking families, Coca-Cola contracted Music Dealers to find a suitable song to accompany their uplifting video, eventually choosing “A Happy Song” by Music Dealers artist, Wendy Colonna. Just as a cold Coke pairs perfectly with a sunny afternoon, “A Happy Song” impeccably partners with the Coca-Cola commercial, “Building.” An overflowing feeling of happiness resonates through “A Happy Song,” heightening the joyful experience of the Coke drinkers.

Credits

BRAND

PARTNER

CREATIVE DIRECTION

Tim Lincoln, Creative Director

Listen

Wendy Colonna

Building [Custom]

The Challenge

The Sound of Togetherness

With the “Building” spot, Coca-Cola was looking to go in a slightly different direction than in the past: more artistic, more heartfelt, and less the-bigger-the-name-the-better. With this in mind, they came to Music Dealers for a custom song that would link Coca-Cola’s part in bringing people together with the happiness of sharing special moments with loved ones, as demonstrated with each family in the “Building” spot.

The Solution

Brand Identity Through Custom Music

Music Dealers reached out to artists who might fit the brief and could successfully create a song that exceeded the challenges of the spot. After conducting a round of demo creation, Music Dealers received several rough edits and delivered them to the client, from which Wendy Colonna’s “A Happy Song” stood out the most to Coca-Cola and was selected over a massive global hit.

The Result

Music That's Perfectly On-Brand & Praise From AdWeek

Paired with the gentle animation of Wieden+Kennedy’s video, Wendy Colonna’s song evolved the commercial from a cute, slice-of-life scene to a jubilant celebration of family, friends and togetherness. Since its publication on YouTube, “Building” has earned nearly 118,000 views, while the Comments section is layered with praise for “A Happy Song.” Additionally, AdWeek listed “Building” as Top Ad of the Week for the week of May 23.

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