SHANGHAI – 30 January 2019 – Coca-Cola, in partnership with McCann Shanghai, has launched their annual Chinese New Year campaign, featuring the beloved, iconic Coca-Cola Clay Dolls that have become synonymous with the annual celebrations, re-created by McCann back in 2001.
“Building on our previous success, this year’s instalment of the Coca-Cola Clay Dolls (Fuwa) retains its magical place during the CNY holidays by being rooted in tradition,” said Richard Cotton, Head of Content, Creative & Design, Coca-Cola Greater China and Korea.
“In this year’s storytelling, we wanted to remind people that Good Fortune starts with genuine family love. It’s when we come closer, all the magic of CNY becomes real with family cheer an essential ingredient to ensure a year full of wealth, health and luck, ” said Cia Hatzi, Chief Client Officer, McCann Worldgroup APAC.
The campaign idea was brought to life by having the Coca-Cola Clay Dolls enacting love gestures to deliver family love on packaging, TV, print, outdoors, POSM, and digital.
Through the Alipay partnership, Coca-Cola is also giving away millions of red packets with symbols of love.
“Our Alibaba partnership enables us to use their entire ecosystem, and we have upgraded the experience through AR and AI technology embedded in the activation, where the Coca-Cola Clay Dolls (Fuwa) send out gifts to participants to express their family love”, continued Richard Cotton.
For the first time ever, Alipay amplified their Five Fortune-Card Activation with a mini- movie in partnership with Coca-Cola – the “Story of a Boy and his search for Fu”.
“The story is a fairy tale based in the modern day where we wanted to bring home the message that, although everyone seeks out good fortune for CNY by putting up all the good luck symbols, symbols are just symbols when true good fortune is having your loved ones by your side,” continued Cia Hatzi.
On the night of January 19, Coca-Cola kickstarted the magical feeling of CNY by lighting up the coast of Qingdao with the Coca-Cola Clay Dolls turning 53 buildings red, creating massive social buzz. Watch the display here.
Credits – McCann Shanghai:
Coca-Cola Asia Pacific Account Head: Cia Hatzi
Coca-Cola Regional Executive Creative Director: Nora Manjit Executive Creative Director: Michael Li
Group Account Director: Felicia How Senior Account Manager: Sophie Zhu Account Executive: Eva Zhang Senior Art Director: Alair Qu Copywriter: Yitian Yang
Creative Planner: Jay Caplan Agency Producer: Alison Lin
TVC Production House: The Loft Films
TVC Post Production House: MPC Shanghai TVC Director: Pepe Puenzo
Packaging Design Production House: MPC Shanghai Partner: Alibaba Group
Media Agency: Dentsu Aegis Media Shanghai