After launching a couple of product-centric ads earlier this year, Chobani debuted its first big brand campaign from new creative agency of record Wieden + Kennedy and director Michel Gondry of Eternal Sunshine of the Spotless Mind fame.

The anthem spot, “Chobani Food Symphony,” focuses on how tunes and food can bring people together. In keeping with the brand’s community ethos, the ad stars six Chobani employees, who were chosen during an open casting call.

They join an informal group that runs through a very “organic” version of the Hal David-Burt Bacharach classic “What the World Needs Now” by making music with some very unusual instruments—like amplified peaches and a banana vibraphone.

Wieden + Kennedy’s first broadcast work for the brand consisted of a series of equally musical, flavor-focused spots elaborating on specific products.

In February, the company also launched its drinkable line with another set of ads made in the same surreal style made famous by Gondry.