Coca-Cola’s quest to be ultra-cool through music has reached a pinnacle. The brand has launched an interactive music video, Epic Night Out, with Ogilvy Singapore, as part of its Foodmarks meals brand platform. The edgy campaign video was directed by Julien & Quentin through HAMLET, the film features superstar rapper F.HERO alongside celebrity chef, Chef Pom.
Epic Night Out is a cinematic fusion of Thai cuisine and rap culture, infused with madness and extravagance, reminiscent of the Bling Bling of classic ‘90s US rap videos, with a Thai twist. F.HERO, Chef Pom and their crew embark on an eccentric, surreal journey through the bustling streets of Bangkok featuring a host of famous elements such as Tuktuks, mopeds, delicious Thai street food, and of course Coca-Cola.
To amplify engagement, the music video is interactive, and invites fans to click to discover hidden easter eggs in order to win unique Coke merch, special discounts and VIP access to Coca-Cola Foodmark events.
Epic Night Out also features the Coke Flip Move, an original but simple signature dance move designed to engage the audience one step further.
Julien Martorell, one half of directing duo, Julien & Quentin, commented “Commercials get really interesting when they have an ambition to create a new entity in pop culture. Here was Ogilvy’s team brief, a hybrid object between a music video and a commercial. We were immediately hooked on the idea of the project, embracing Thai hip-hop and street food culture to create something singular, drawing on references from the hip-hop clips of our childhood. It’s pretty rare to combine pad thai with hip-hop, but we love both, so we loved mixing them up.”
Quentin Garabedian, one half of directing duo Julien & Quentin, added, “When Nikhil, Hugo and Tiago from Ogilvy approached us to work on this film we immediately tried to think of what will be the visual identity of this music video, what will set this apart. So we came up with this idea of a ‘cutlery crew’. We had a lot of fun imagining and designing this food lovers’ crew wearing clothes filled with spoons and forks on their custom moped and tuktuk, thinking about nothing else than what they are about to eat next.”
Nikhil Panjwani, executive creative director, Ogilvy Singapore, stated, “Working with legends like F.HERO and Chef Pom was the ultimate magic recipe we needed to drop Coke and meals into pop-culture.”
The music video will run on Coca-Cola’s digital and social channels in Thailand.
The campaign fits into to ongoing overarching campaigns. Recipe for Magic is a global campaign celebrating the soul-nourishing combination of a delicious meal, a special moment shared with others and an ice-cold Coca‑Cola. The campaign features a series of unique physical and digital experiences to fans around the world in 2024. Foodmarks celebrate global “food landmarks” inspired by culture, created with the real magic of Coca‑Cola.
As part of the campaign, Coca‑Cola debut five immersive, in-person experiences around the world, each inspired by a captivating moment in culture. The first Foodmark experience launched on February 16 in New York City’s Union Square, recreating the famous moment in 1957 when Marilyn Monroe stepped away from the glamour of Hollywood to savour a hot dog and an ice-cold Coca‑Cola. Coca‑Cola “transported” attendees back to a pivotal time in American history and popular culture with an immersive activation complete with shops, breakout flash-shows and more.
Coca‑Cola will host other immersive experiences at Foodmarks around the world, including Delhi, Bangkok, Rio de Janeiro and Hong Kong. Fans can check out these Foodmarks and hundreds of others here.
Credits
Client: The Coca-Cola Company
Agency: Ogilvy Singapore
Executive Creative Director: Nikhil Panjwani
Associate Creative Directors: Hugo Suissas, Tiago Silva
Category Business Director: Juhi Bimbhet
Project Integrator: Priscila Lim
Associate Director PR and Influence: Brenda Ho
Account Director: Panita Thanajulintorn
Agency Producer: Jacinta Loo
Junior Art Director: Sadhna Saku
Production Company: HAMLET
Directors: Julien & Quentin
Executive Producers: Ruben Goots, Jason Felstead, Mathias Kerner
Producer: Antonin Romeuf
Music: F.HERO x Chef Pom – Epic Night Out
Service Production Company: Taprod Bangkok
Producers: Louis Ditapichai, Sirichon Pongsaengson
Post-Producer: Léa Török
Director of Photography: Antoine Cormier
DP Agent: API Corp
1st AD: Pattra Kanjanamek
Production Designer: Boontawee Taweepasas
Costume Designer: Nirachara Wannalai
1st AC:Nattapong Phamon
Gaffer: Surachet Thongmee
Key Grip: Manop Pitichokjinda
Casting Director: Tipwarin Sotvithi
Photographer: David Jumpa
Post-Production Cy: HAMLET
Editor: Marie-Réglisse Monsimier
Editor Agent: Cutaway
Color Grader: Nicolas Gautier
