Red Lounge, the integrated agency that created Coca-Cola China's Beijing Olympic work has just completed its new post-Olympic campaign the First Coke of the Year - to celebrate the Chinese New Year.
Philosophy
"With rapid economic expansion and the trials and tribulations we experienced in late 2007 and 2008, Chinese New Year has renewed its meaning as a time of human connection between family and friends. Now more than ever it is a powerful ignition point for individual optimism and positivity for the year ahead," said Damian Coren, Managing Director of Red Lounge. "As a beacon of positivity we felt that the act of giving someone their 'First Coke of the Year' was a small, yet symbolic way of passing on your hope and goodwill for the year ahead."
Problem
Beyond conventional copy like "Year of the rat, snake, ox ," the campaign's theme on humanity and optimism is communicated through the symbolic act of sharing the first Coke as seen in the commercial aired on television and the Web featuring Chinese athlete Liu Xiang and his father. Liu's Olympic breakdown is burnt into the national consciousness and has since drawn the attention of the world media. The film is a story of redemption and optimism told in a human way that only Coca-Cola can.