COCA-COLA #IrreplaceableMe

A YOUTH CULTURAL MOVEMENT

#IrreplaceableMe was more than a commercial campaign; it was a strategic cultural movement designed to deeply connect with Hong Kong's younger consumers.

Recognizing music as a universal passion point for youth, we leveraged it as our primary vehicle. We created a bespoke Coca-Cola-branded music video featuring Hong Kong pop sensation Keung To. The video's inspiring lyrics, centered on pursuing one's passion and embracing individuality, resonated powerfully. It quickly became a massive hit across social media platforms, the Coke+ platform, and impressively, even charted on Spotify, solidifying Coca-Cola's relevance within youth culture.

2023 | Integrated Marketing, Music Video, Social Marketing, Event, Branded Content & Sponsorship