From Auckland to Melbourne to Manila, fans have been on a music treasure hunt. Each clue discovered, each surprise release watched, each unexpected live performance experienced – all building up to one epic moment. On November 12, Coke Studio, the globally celebrated music platform of Coca-Cola, brought the journey to a climax with ‘Oxygen Around U’, a massive cross-regional single blending the artistry of five unexpected collaborators.
The final, original song, entitled ‘Oxygen Around U,’ is a true collaboration between five unexpected artists and is led by billion-streamer BINI, the eight-piece girl group with over 17 million combined followers worldwide. Joining them are ARIA Awardwinning hitmakers Peking Duk (the duo behind iconic track “High”), chart-topping singer-songwriter Kita Alexander (fresh off touring with Dua Lipa), multi-platinumselling Kiwi band Drax Project (who previously toured Europe with Christina
Aguilera and Camila Cabello), and the Orchestra of the Filipino Youth.
The release of the song ‘Oxygen Around U’ is the culmination of months of fanfuelled storytelling, spanning across the ASEAN & South Pacific region, and countless moments of Real Magic®. Crafted with the help of Open X and Universal Music Group For Brands’ BRING agency, the official music & video of ‘Oxygen Around U’ featured hidden easter eggs for fans to uncover, including subtle clues and brief artist cameos hinting at what was coming next. The Collaboration: From a Local Hit to a Global Anthem Each artist involved in the campaign has released their own versions of the Coke Studio song in various guises. The journey began in August in the Philippines with the release of ‘OXYGEN’, a collaboration between BINI and the Orchestra of the
Filipino Youth. The track quickly became a viral hit, now boasting over 16 million views on YouTube alone, immediately sparking speculations about hidden clues sprinkled throughout its music video.
Fans soon realised they were witnessing one piece of a much bigger puzzle. Emerging artists across the region shared their own versions on TikTok including the likes of Bella Mackenzie, who dropped a heartfelt country uncover, and Matthew Ifield, who delivered a special, dream-like uncover. This created a groundswell of anticipation ahead of the Coke Studio Australia & New Zealand song drop, with hungry fans eager to hear how Peking Duk, Kita Alexander, and Drax Project would interpret the song in their own unique style. The second major release, ‘Around U’, was teased through unexpected live experiences across Australia and New Zealand. Peking Duk hit play on their version live from a pizza shop in Newcastle, Kita Alexander uncovered the song for fans in an intimate pop-up in a surf shop in Sydney’s Northern Beaches, and Drax Project shared their version to a raving crowd at a McDonald’s in Christchurch, marking the first time live music has been brought inside one of their restaurants. By the time ‘Around U’ was released last October, fans across the region were beyond excited to hear it. The song now sits at 3.6m+ views and has been spun on radio nationwide.
Tin Le Trung, Coca-Cola Trademark Lead for ASEAN & South Pacific expressed excitement about the campaign: “This year, we’ve turned up the volume on Coke Studio with a connected song spanning across the region. 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 center of every moment. From hidden clues to unexpected performances, ‘Oyxgen Around U’ is a celebration of connection, collaboration, and the joy of discovery through the common language of music.”
Nikhil Panjwani, Executive Creative Director from OpenX said “The final crossregional 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 superfans who have uncovered the hidden clues and shows the artist worlds unexpectedly connected through portals. The space between these artist worlds, brought to life through magical animation is a celebration of online music fandom, and we’ve taken a visual-first approach to the final track to create impact, uplift, and of course stop the thumb.”
Brooke Pilton, General Manager Partnerships at BRING – Universal Music For Brands said “Seeing fan reactions to this campaign has been truly mind-blowing. We’ve tried to keep them guessing at every touchpoint, from hidden messages and music videos that share connected worlds, to unexpected ways in which the song has been shared; both in real life and online. When you truly understand fan culture and tap into their behavioural needs, we truly believe brands can have a voice. We’re thrilled to be deepening our strategic collaboration with OpenX this year and further expand our role across the region.”
Coke Studio is now approaching its tenth year in the Philippines, and 2025 marked a second year for the platform across AU/NZ, which previously worked with Tones & I, Young Franco, and CHAII. The Coca-Cola campaign represents a genuine collaboration between OpenX and BRING: Universal Music For Brands, showcasing the newly formed strategic partnership between WPP and Universal Music Group. The music video to the track was expertly crafted and animated by Robot Fights Monster, with Directors Haein & Paul embracing the creative challenge of imagining the artists’ worlds connecting. The two original music videos were produced by Collider and directed by Raghav Rampal.
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