Dec 9, 2013
Minute Maid adds spots of 'sunshine' to grey Shanghai haze
On 7 December, as Shanghai's poor air quality went literally off the charts, Coca-Cola's Minute Maid brand sent reps to the Bund, Jing An Temple and other populated places with giant bouquets of balloons. The teams gave away the orange balloons and bottles of juice to brighten up the day as the orange-level haze alert remained in effect. The entire campaign took 24 hours from concept to execution by Saatchi & Saatchi Shanghai.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Most Read
Related Articles
Just Published
Advertising
19 hours ago
Uproar: Are animal portrayals in ads a new brand risk?
Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.
Advertising
20 hours ago
Mark Heap on ‘moving across the aisles’ to ...
Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.
Advertising
20 hours ago
The ride of the tiger: Feast your eyes on BMW's ...
While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.
Advertising
20 hours ago
The Beijing Olympics: A non-starter for global sponsors
SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.