Emirates: Harmony

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Emirates is getting into the music business with 'Harmony,' a thematic music experience created with Atmosphere Proximity that lets users travel the world by watching videos of musicians playing music from different cultures -- and then mixing and matching to create their own tracks. Users can add their voices or beats to the track using their microphones and webcams, and then share the video on social media, as well as in the gallery. The best compositions will be featured on Emirates' in-flight entertainment system.

The campaign is part of the airline's 'Hello Tomorrow' platform, which centers on the message that united, people are stronger. "Since music is the world's true global language, we decided to unite the world in song," said Stewart Krull, ECD at Atmosphere Proximity.

The agency also plans to create a global music video that puts together the musicians and the submissions.

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