Makelight studio responds to ODDKA's challenge for unusual creative thinking

There was a time when it was all about fitting in, running with the in-crowd and following the masses. But over recent years we’ve all come to realise that it’s much more interesting to dare to be different and that weird and unusual can be so much more exciting.

ODDKA is a drinks brand that very much subscribes to this way of looking at the world, and its current campaign is encouraging creatives to “Go Odd” – not so much thinking outside the box as turning the box into something very different. Stepping up to the plate in this video is interactive design studio Makelight, who have made their name through innovative collaborations in the music industry with the likes of Bastille and GhostPoet.

To mark the launch of ODDKA’s new flavour range (which includes Twisted Melon, Salty Caramel Popcorn and Electricity – you heard!), Makelight have created a wifi-enabled 3D printed coaster, onto which ODDKA bottles can be placed; the accompanying app then allows users to create a real-time music and light show from their phones. It’s fun, silly and technologically impressive; more proof if any were needed that when in doubt, it’s always best to follow your odder instincts.

Find out more at the official ODDKA website.