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BRAND CAMPAIGN
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Coca-Cola China
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What I did
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Team Lead
Campaign idea
Print
Film
Art Direction
Typography
Photography Direction
Production Supervision
Asian Adaptation Execution
Adaptation Guidelines
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Mission
To reinstate Coca-Cola is an energising refreshment with an iconic, easy-to-understand, memorable visual.
Solution
Historically, Coca-Cola has used Computer-generated imagery(CGI) to illuminate the drink's energising expressions in words and other symbolic forms.
To us, sensations are feelings, and everyone who has drunk Coca-Cola knows how the drink made them feel. We wanted to show this in full human expression that resonates with all of us. For the print, we decided to use photography to capture the spontaneity of Coca-Cola bubbles and human movements. For the film, we created CGI sequences that would be flexible enough to apply to the Coca-Cola bottle, too.
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Award
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Top 10 All-Time Best Ads in China, Ad Age China 2011.
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Results
The campaign attracted over 6,000,000 people discussing the campaign, and 2,547 people expressed their Coca-Cola "Energising Refreshment" moments.
This iconic visual received a 100% adoption rate across Asia.
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ASEAN ADAPTATION
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Coca-Cola Singapore
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What I did
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Team Lead
Campaign idea
Print
Art Direction
Photography Direction
Production Supervision
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Mission
The iconic energising refreshment visual garnered a 100% adaptation rate in Asia, and Singapore was the first.
Coca-Cola Singapore requires two additional visual elements.
– To show how Coca-Cola is essential to a teen's life.
– The iconic visual should work perfectly on Coca-Cola's red and light grey backgrounds without extra time and cost.
Solution
The client and I agreed on the top three teen lifestyles from their consumer database, and we created three key visuals showing teens with Coca-Cola to keep them energised while they continued enjoying their activities.
Another arresting idea.
