Friday, September 30 2022

Lunar New Year celebrations, welcoming the Year of the Tiger, begin on February 1. The festival, which takes place according to the Chinese lunar calendar, kicks off 15 days of feasting and festivities. Joining the fun is a new campaign from Coca-Cola and agency Ogilvy China, which handled work for the soft drink brand in China long before parent company WPP won the ultra-competitive account last year. with a limited edition can design, beautifully animated film and mobile game.

The campaign’s hero spot, produced with production agency Hornet, is a heartwarming story of a father and son reunited on a playful adventure involving a bottle of Coke. Both take the form of tigers, animated to look like wooden figurines. A fight for a Coke bottle that sends the drink flying over the cliffs quickly turns into a match-making game to see which cat can catch it faster. In the end, they settle down with the rest of their feline family around a table, where there is enough soda for everyone.

“We believe real magic is everywhere, and Lunar New Year is about the magic of unity, something that is deeply embedded in the Coca-Cola brand philosophy,” said Charlotte Sng, Creative Director of Coca-Cola in Greater China and Mongolia, in a report. “This year, at a time when shared moments are more precious than ever, we want to celebrate the true magic of human connection and invite consumers to create memories that last. We’re thrilled to unveil this campaign that connects families over a festive meal and a Coke through an integrated experience at the intersection of culture and technology.

The spot and shorter variants will air in Greater China, Korea, Singapore, Malaysia, Cambodia and Thailand. The agency reports that to accommodate the differences in each culture’s celebrations, the ads will feature slight adjustments to incorporate the traditions of their respective market.

To further express its cross-generational togetherness platform, Coca-Cola will launch an immersive mobile game in mainland China. By scanning a code on the coke products, multiplayer gaming is accessible on phones. Players use their voice interaction, blinks, and head gestures to control the spot’s family of tigers through mini-games.

Lunar New Year Coke Cans

“To help Coca-Cola stand out in a sea of ​​festive campaigns and inspire consumers in a relevant way during this difficult but joyous time, we have designed a heartwarming multi-market campaign that reaches consumers through a myriad of touchpoints and platforms, using data-driven insights and culturally relevant insights,” Melinda Po, president of advertising at Ogilvy China, said in the statement.

The campaign’s line of limited-edition collectible cans features different Tiger Clan members who represent a multi-generational family, and 3D billboard animation will be launched in major cities across China. An NFT designed to celebrate the Year of the Tiger will be given to participants through drawings in the contest.

Coke Lunar New Year NFT


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