To activate the partnership between PENNY and Coca-Cola Europacific Partners, we created an AI Creator as a digital-first brand experience under the Coke Studio platform, designed to engage Gen Z through self-expression, creativity, and music culture. Centered around Parookaville 2024, the campaign connected the physical and digital worlds — turning festival fans into designers and digital buzz into real-world impact.
Turn Gen Z Co-Creation into Parookaville Festival Merch
At the heart of the activation was a mobile-first AI Creator — a web app that let users design custom bucket hats using generative AI in seconds, without downloads or barriers. All creations were uploaded into the Coke App, where users were entered into a raffle for tickets and the chance to be the Creator of the official Coke Studio Festival Merch Piece.
The campaign extended to social media through SelfieSandra’s Instagram, where the community voted for their favorite design. The winning hat was physically produced and handed out at the Coke Studio Booth at Parookaville — closing the loop between digital creation and real-life brand experience.By combining technology, influencer engagement, and festival energy, we brought co-creation to life and helped PENNY and Coca-Cola truly Create Real Magic.
15,000 AI-Generated Designs Drive Campaign Success
Over 15,000 AI-generated bucket hat designs were submitted by users, showcasing the power of co-creation and digital engagement. The winning design, selected via community voting on Instagram, was produced and handed out thousands of times at PAROOKAVILLE, turning a digital idea into a standout physical statement at one of Germany’s biggest festivals. A smart, connected user journey guided participants from the AI Creator tool into the Coke App, driving significant traffic and new user registrations. The result: a campaign that not only celebrated creativity, but also delivered measurable impact across both physical and digital touchpoints.
