Coke Studio's Video Vinyl turns records into spinning animations — ADFEST 2025 Design Gold

Coke Studio, in its seventh year in the Philippines, had to stay relevant to the next generation of music fans, who had rediscovered vinyl as both a badge and a way of experiencing music. The brand wanted its artist collaborations to live beyond streaming.

Coke Studio presses artist collaborations onto vinyl whose zoetrope artwork animates as the record spins — music you can see as well as hear.

Ogilvy Singapore and illustrators Vanilla Chi, Rakhmat Jaka and Mathieu Labrecque drew each Season 7 song's artwork as a zoetrope — one of the earliest forms of animation — so the designs came to life as the record turned. Hidden easter eggs, secret messages and shoutouts rewarded fans who studied each pressing.

The limited-edition records were distributed to music editors and radio DJs as collector's pieces, turning the Coke Studio catalogue into memorabilia and building brand affinity with Gen Z. ADFEST's design jury gave the work a Lotus Gold in Limited Special Editions.

Coke Studio, in its seventh year in the Philippines, had to stay relevant to the next generation of music fans, who had rediscovered vinyl as both a badge and a way of experiencing music. The brand wanted its artist collaborations to live beyond streaming.

Ogilvy Singapore and illustrators Vanilla Chi, Rakhmat Jaka and Mathieu Labrecque drew each Season 7 song's artwork as a zoetrope — one of the earliest forms of animation — so the designs came to life as the record turned. Hidden easter eggs, secret messages and shoutouts rewarded fans who studied each pressing.

The limited-edition records were distributed to music editors and radio DJs as collector's pieces, turning the Coke Studio catalogue into memorabilia and giving the brand a physical 'flipbook for the digital age.' ADFEST's design jury gave the work a Lotus Gold in Limited Special Editions.

It merges the two things Gen Z wants — vinyl nostalgia and visual content — into one physical object.

The zoetrope needs no screen, no app and no electricity beyond a turntable: the product itself is the experience.

Easter eggs turn passive listeners into detectives, so collectors evangelize the record for the brand.

A limited run given to DJs and editors makes scarcity do the marketing, echoing how vinyl culture already works.

Take the object your audience already fetishizes and add the one property the format lacks: a record whose artwork moves when played turns a promotional stunt into a collectible people keep.

Coke Studio launched the Video Vinyl in early 2024 ahead of its eighth Philippine season, using the records as a teaser for the season's collaborations. In March 2025 ADFEST gave the work a Design Lotus Gold in the Limited Special Editions sub-category, and the campaign pages describe the records carrying on as collector's memorabilia for the Coke Studio catalogue.