Paws The Noise
Turning the sound of the Las Fallas festival into real protection for pets
The Zero Disruption Ad
An audio ad for Coca-Cola Zero Sugar Zero Caffeine that doesn’t feel like an ad, seamlessly blending our fizz into calming white noise
How do you create an ad that doesn’t sound like an ad?
By transforming the iconic Coca-Cola Zero Sugar Zero Caffeine fizz into soothing white noise, VML in collaboration with WPP Studio X gave Gen Z a moment of calm while seamlessly integrating into their relaxation playlists.
Seven in 10 Gen Z struggle with anxiety and some form of sleep disorders, highlighting a significant need for relaxation. While Gen Z relies on white noise for relaxation, streaming it for over three million hours daily, their experience is constantly interrupted by disruptive ads, creating a tension between their needs and the advertising landscape.
The insight that Gen Z values uninterrupted moments of calm inspired us to rethink how advertising could meet their needs without disruption.
To reach Gen Z in a meaningful way, we created an audio ad that doesn’t feel like an ad. By transforming the iconic Coca-Cola Zero Sugar Zero Caffeine fizz into calming white noise, we seamlessly integrated into Gen Z’s existing white noise playlists, providing a moment of calm without the jarring interruption. We also crafted a full playlist – over three hours long – made entirely from the red noises found in Coca-Cola Zero Sugar Zero Caffeine.
- 600,000+ unique listeners
- 5x engagement from focus playlist listeners
- 5M+ impressions
