Coke Studio Delivers Largest Cross-Regional Music Campaign

Coca Cola has undertaken its most ambitious cross-regional Coke Studio project to date, deepening its footprint in the local music ecosystem while uniting artists and audiences across the Philippines, Australia and New Zealand.

The campaign centres on fan discovery and unexpected reveals. The result is “Oxygen Around U”, a new single bringing together five unexpected acts and months of fan driven storytelling.

The track officially launched on November 12th, following a multi-country rollout designed to put super fans at the centre of the Coke Studio experience.

From hidden clues and easter eggs to surprise live performances and social media teasers, the release marked a major moment for the Coke Studio platform across the ASEAN and South Pacific region.

“Oxygen Around U” brings together a mix of established hitmakers and rising regional talent. The single is led by BINI, the billion streaming eight-piece Filipino pop group with more than 16 million followers across social platforms like YouTube alone.

Joining them are ARIA Award winning duo Peking Duk, singer songwriter Kita Alexander, and New Zealand’s multi platinum band Drax Project. The Orchestra of the Filipino Youth also appears on the track.

The release builds on earlier versions produced in each market. In August, BINI and the Orchestra of the Filipino Youth released “Oxygen”, which now sits above 16 million YouTube views and sparked speculation about clues embedded throughout the video.

Australian and New Zealand audiences later received “Around U” with versions teased through unexpected live appearances in a Newcastle pizza shop, a surf store on Sydney’s Northern Beaches and a McDonald’s in Christchurch.

By the time the combined track dropped, anticipation across the three markets had skyrocketed, with fans piecing together the campaign’s connected narrative across platforms.

The cross regional rollout was developed by advertising network WPP’s Open X and Universal Music Group’s BRING agency.

The music video features portals linking each artist’s visual world, with easter eggs and hidden callouts woven throughout to reward fans who had followed the campaign’s breadcrumbs from the beginning.

Tin Le Trung, Coca Cola trademark lead for ASEAN and South Pacific, said the campaign brought the brand’s connection message to life.

“This year, we’ve turned up the volume on Coke Studio with a connected song spanning across the region,” she said. “At Coca-Cola, we love how music brings people together and uplifts them, and this campaign truly underscored how we put our fans at the centre of every moment.

“From hidden clues to unexpected performances, ‘Oxygen Around U’ is a celebration of connection, collaboration, and the joy of discovery through the common language of music.”

Open X executive creative director Nikhil Panjwani said it was crafted to reward close followers: “The final cross regional collaboration track is a punctuation to a carefully planned rollout for Coke Studio around the region. The music video has been designed from the ground up to celebrate the super fans who have uncovered the hidden clues and shows the artist worlds unexpectedly connected through portals.”

BRING’s general manager, partnerships, Brooke Pilton added: “Seeing fan reactions to this campaign has been truly mind blowing. When you truly understand fan culture and tap into their behavioural needs, we truly believe brands can have a voice.”

Coke Studio is marking its tenth year in the Philippines and its second in Australia and New Zealand. Previous local campaigns have featured Tones & I, Young Franco and CHAII.