Coca-Cola | First Coke of the Year | China

The campaign marks the continuation of Coca-Cola’s partnership with Leo Burnett’s Red Lounge, the agency that launched to manage Coke’s business during the Olympics.

The integrated work features a televised spot of track star Liu Xiang sharing his first Coke of the year with his father, and then asks consumers whom they would share their ‘first Cokes’ with. Audiences are then invited to submit their stories online and in stores.



Credits:
Project First Coke of the Year
Client Coca-Cola China
Creative agency Red Lounge, Beijing
Creative director Julian Hernandez
Copywriters Antonin Lelievre, Anson Gu, Julian Hernandez
Art director Paul Gong
Agency producer Cherry Lee
Director Steve Yuen
Production house The Clan
Media agency Starcom
Digital agency wwwins Consulting
Creative director Tim Doherty
Associate creative director Miya Lee
Art director Vicky Zhang
Designer Baby Guo
Copywriter Cain Peng
Multi-media director Jerry Lee