Exploring Coca-Cola’s Tribute to a Québec Musical Legend
In April of last year, Québec lost one of its musical greats. Jean-Pierre Ferland, a member of the Canadian Songwriters Hall of Fame, and a man who touched generations with his work had passed away, and the world was a little less bright for it.
It’s in times such as those that it falls to the community to create a little spark of its own. Sure, it’ll never perfectly replicate the light that’s been lost, but that doesn’t mean it’s not beautiful in its own way.
This is exactly what Coca-Cola – in an initiative ideated and developed by WPP's Open X, led by VML Canada’s TAXI Montreal – achieved. In a heartfelt tribute to the musician, the participants brought together 10 Québec artists from various generations to record and reinterpret one of Jean-Pierre’s most famous songs, ‘Le petit roi’ (The Little King), which debuted at the 2024 Bye Bye Awards.
An extension of Coca-Cola’s ‘Real Magic’ platform, this enterprise was led in part by Louis-Jean Cormier – another of Québec’s most respected artistic talents. Responsible for the musical direction of the project, including the arrangement of the song, much of this can be seen in the extended version of the spot, which offers a glimpse into the recording sessions, alongside testimonials from the participating artists about Jean-Pierre Ferland’s influence on their careers.
To learn more about how this initiative came to life, LBB’s Jordan Won Neufeldt sat down with TAXI Montreal executive creative director Antoine Bécotte for a chat.
LBB> What made now the right time for a campaign like this, and why was it the right way to build upon Coca-Cola’s ‘Real Magic’ platform?
Antoine> Music is a major passion point for Coca-Cola. Every year, the brand launches international and local music-based initiatives to create an emotional connection with its consumers. And, as a sponsor of the Bye Bye 2024 show, Coca-Cola wanted an ad that would connect with Quebecers in a genuine way. Investing in the Québec music scene felt natural for this occasion.
At the same time, we also wanted to celebrate Québec's vibrant music scene, so it made sense to leverage Coca-Cola's ‘Real Magic’ platform, which emphasises authentic human connection. Following Jean-Pierre Ferland's passing, we sought to create a campaign that would honour his musical legacy and connect with audiences across generations by fostering a shared cultural experience – a celebration of the unifying power of music.
LBB> The decision to re-record one of his songs – ‘Le petit roi’ – is brilliant. Specifically, what made this the one you wanted to cover? What does it represent to fans of the late artist?
Antoine> ‘Le petit roi’ (The Little King) is not only one of the most touching songs in Jean-Pierre’s repertoire, but also a loving nickname of his. The beloved melody is emblematic of his profound impact on Québec’s music scene.
LBB> Louis-Jean Cormier was responsible for both the arrangement, and the musical direction. What made him the right person for the job? Tell us about the collaboration!
Antoine> Louis-Jean Cormier was selected for his exceptional talent in reimagining songs with a unique artistic vision. He is one of the most respected artists in the Québec music industry – admired across generations. We knew that Louis-Jean's involvement would inspire other artists to join and create a truly amazing tribute to Jean-Pierre's career.
LBB> You also brought on an exceptional roster of artists to partake in the recording. What was your selection process like, and how did recording go?
Antoine> We aimed to select artists representing diverse styles and generations to ensure broad appeal and inclusivity. Not only that, but we also sought a variety of vocal textures and ranges to create the most emotionally resonant rendition possible.
From here, we were guided by Louis-Jean's vision. We prioritised giving the artists creative freedom, and this collaborative and authentic environment allowed their genuine emotion and artistry to shine.
LBB> Do you have any anecdotes from the experience?
Antoine> Witnessing the artists arrive at the studio was truly special. Established legends and emerging talents alike were visibly moved and inspired by the shared experience of honouring Jean-Pierre. The atmosphere was electric, creating a palpable sense of connection, and a real magic between the artists.
LBB> The edit on the long form version of the song is really well done. What did it take to bring the video to life?
Antoine> Our director, Matt Charland, has a gift for capturing authentic behind-the-scenes moments, which became key to the video's impact. He and his team filmed continuously, allowing the artists and Louis-Jean to work organically while seamlessly documenting the process.
LBB> What challenges did you face during this project? And what lessons did you learn in the process?
Antoine> The biggest challenge was the incredibly tight timeline. We completed this project in less than a month! The production's success stemmed from several key ingredients: the invaluable support of Mr. Ferland's estate, the artists' passion for Jean-Pierre’s music, the creative freedom they were given, and the raw authenticity of the unscripted behind-the-scenes footage.
In terms of lessons, the power of authentic storytelling and cross-generational collaboration is remarkable. It’s clear that consumers crave genuine emotion and connection.
LBB> Since launch, how have people reacted to this campaign?
Antoine> The campaign has been incredibly well-received, generating significant media coverage and positive online engagement. While we don't have all the final results yet, it's clear the campaign resonated deeply with audiences during the holiday season.
LBB> What did the chance to be involved in this mean to you?
Antoine> It was an honour for our team to bring together these incredible artists to pay tribute to such a musical icon. Seeing the positive reactions to the campaign from Jean-Pierre’s family and friends, both on social media and in interviews, has been especially rewarding and makes us incredibly proud.
LBB> Finally, is there anything you’d like to say about the legacy of Jean-Pierre Ferland?
Antoine> The campaign itself serves as a testament to Jean-Pierre’s enduring legacy, showcasing his influence on generations of Québec artists and the timeless appeal of his music. He touched the hearts of Quebecers, and his music will continue to resonate for decades to come.
