Staff Reporters
Apr 12, 2013

Outdoor campaign for Coke illustrates foreign-Chinese connection

SHANGHAI - Coca-Cola has launched ‘Shine’, a new outdoor campaign on bus shelters that ties it to the brand idea of providing "happy energy that connects people" worldwide.

Outdoor campaign for Coke illustrates foreign-Chinese connection

The creative concept, originally developed and executed by Leo Burnett's LA and Chicago teams, was subsequently run in Shanghai, according to Richard Cotton, director of content and creative excellence, Coca-Cola China.

The campaign posters aim to show how Coke connects people with different ethnic backgrounds, depicting how a halo-like lighting effect makes them shine.

"We feel that this work is especially appropriate for China. The outside world often perceives China as isolated and inward oriented, but most Chinese—especially the younger generation—are embracing the rest of the world," said Stefan Petzinger, general manager of multinationals, Leo Burnett Shanghai.

"This campaign celebrates the eagerness of the Chinese people to connect with the world. I couldn't imagine a better market in which to run it," he added.


Project: Shine
Client: The Coca-Cola Company
Creative Agency: Leo Burnett LA, Chicago & Shanghai
Global Chief Creative Officer: Mark Tutssel
Executive Creative Director: Shannon McGlothin (LA)
Photographer: Sandro
Producer: Juan Woodbury (Chicago)
Account Supervisor: Katie Nikolaus (Chicago)
General Manager: Stefan Petzinger (Shanghai)
Business Director: Frances Kong (Shanghai)
EVP, Account Director: Bob Raidt (Chicago)
Exposure: Bus Shelters

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