McCann Tugs at Heartstrings with Feel-good Chinese New Year Spot for Coca-Cola
Coca-Cola as an iconic brand felt the need for a fresh festive advertising approach that aimed to reinvigorate the customary rituals of CNY through the theme of “Sticking Together” in its latest “Taste the Feeling” communication.
So in Coca-Cola’s film this year the brand reunites us with the much-loved Clay Dolls, but adds a new mix to the equation - another iconic figure of festivity.
“Since the true spirit of Chinese New Year is to be with family, we wanted to refresh the unbreakable bonds that keep family together,” said Cia Hatzi, APAC Regional Business Director for Coca-Cola, McCann Worldgroup. “In this endearing tale, the Clay Dolls help a young boy bring a smile to a lonely snowman. The young boy empathises with the snowman because he recognises that everyone deserves to be with family during important celebrations. The Clay Dolls that have become synonymous with Coca-Cola CNY undertake the noble mission to ‘build’ a family for our lonely snowman, hence delivering the message of a special moment of family bonding.”
Richard Cotton explained further that “In the full campaign we incorporated the Clay Dolls on TV, packaging, in-store, OOH, cinema and digital. Tailor-made CNY greetings tapping into users’ purchase behaviour were also created in partnership with Alipay. Upon scanning the Clay Dolls visuals, they will digitally come alive to greet users with messages of family togetherness.”
The campaign will launch nationwide at the end of December.
Creative Director: Jeremy Guo & Hesky Lu
Planner: Jay Caplan
Producer: Alison Lin
Creative Agency: McCann
Account Management: Cia Hatzi, Felicia How, Sophia Guo
Senior Copywriter: Billy Liao
Senior Art Director: Kris Yang
Post Production / VFX
Post Production House: MPC Shanghai
Production Designer: Ember Lab
Production Company: Animal Factory Films
Director: Augusto de Fraga
Category: Pop/fizzy , Soft drinks