Coca-Cola has teamed up with Ogilvy Singapore for WPP Open X, to pull out all the stops with its global Foodmarks campaign, with an entertainment piece that intersects Music X Food X Pop-Culture.
Featuring- rapper F. Hero and his fashion forward Coke Cutlery Crew, celebrity Chef Pom, a #cokeflip dance move and even Coke branded tuk-tuks.
Originally composed by F. Hero, the song lyrics are peppered with famous street food delicacies and locations where Thai GenZs often frequent. Directed by Julien and Quentin from Hamlet, the music video tells the story of two legends meeting for the first time and having an epic night out with Bangkok street food and Ice-Cold Coke – creating the ultimate Recipe for Magic.
Launched globally in February 2024, Coca-Cola Foodmarks puts a spotlight on unique “food landmarks” that are shaped by a market’s rich cultural tapestry and crafted with the real magic of Coca-Cola. In Thailand, Coca-Cola sourced the perfect ingredients from both the music and culinary scenes to cook up an upbeat, interactive music video that celebrates the ‘Epic Night Out’ the duo and their crew have in their discovery of Thailand’s own brand of Foodmarks.
Coca-Cola Foodmarks in Thailand revives a rich cultural legacy of street food, portrayed in new ways to resonate with younger audiences. By blending its culinary attributes as represented by Chef Pom with the latest chart-topper in the Thai music scene, F. Hero, Coca-Cola is championing innovative ways for more youthful audiences to discover and engage with these often-iconic signature food destinations.
One of the most trending influencers in Thailand, Badmixy, recognised for documenting the latest food and beverage trends in Thailand, also joins in the fun with a cameo appearance in the film. Furthermore, a trail of Easter Eggs in the film are set to keep viewers surprised and delighted as they engage with the film.
“Our Foodmarks are not just about the simple act of dining; they represent the love we have in Southeast Asia for discovering hidden culinary gems within dynamic, bussing food scenes. With Foodmarks, we’re inviting people to discover the humble, unassuming yet iconic eateries in their markets with rich histories that remain untold—all while sipping the classic flavour of a chilled Coca- Cola,” says TeeJae Sonza, Senior Director, Marketing – Coca-Cola.
Nikhil Panjwani, Executive Creative Director, Ogilvy Singapore, added: “Working with legends like F.Hero and Chef Pom was the ultimate magic recipe we needed to drop Coke and meals into pop- culture.”
Credits
TCCC – ASP
TeeJae Sonza, Senior Director, Marketing – Coca-Cola
Baron Magtanong, Director, Marketing – Coca-Cola Meals
Adam Ross, Senior Director, Creative Strategy -Coca-Cola
Komkrib Chokchaikatanyu, Senior Manager, Content
Rabiya Anjum, Senior Manager, Content
Paul Sim, Senior Director, Global One Experience Platform
TCCC – TH
Han Thwe Phyo – Frontline Director, Frontline Marketing – Thailand/Laos
Ae Direkbussarakom – Senior Manager, Frontline Marketing – Thailand
Erk Thapapat Into – Manager, Frontline Marketing – Thailand
Ogilvy Singapore (Part of WPP Open X)
Nikhil Panjwani – Executive Creative Director
Tiago Silva and Hugo Suissas – Associate Creative Directors
Juhi Bimbhet – Category Business Director
Priscilla Lim – Project Integration Lead/Group Account Director
Eugenia Ngan – Program Director
Nic Jones & Kelly Foo – E2E & Digital Strategy Leads
Dimas Utami Kusumaningrum – E2E Strategist
Jacinta Loo – Head of Moving Image
Panita Thanajulintorn – Account Director (Production)
Brenda Ho – Influencer Lead
Corrina Murphy – Digital, Data & Tech Lead
Carlota Pereira and John Luke Catayong – Digital Project Managers
DangKhoa Do – Digital Developer
Justin Ong – O2O Lead
Paula Fisher – PR Lead
Sadhna Saku – Junior Art Director
WPP Studio X Thailand
Doungporn Fungladda – Group Business Director
Thosaporn Kaewnurachadasorn – Account Director
Pimruetai Akarawatsoonthorn – Senior Account Director
Wassachol Thangjitputtapong – Senior Account Manager
