Coca-Cola and ad agency Ogilvy & Mather (Shanghai) have teamed up to create a new outdoor execution to celebrate the spirit and happiness that comes with sharing a bottle of Coke. The fresh imagery is the latest part of The Coca-Cola Company’s ongoing global marketing campaign, “Open Happiness,” which brings smiles and happiness to the lives of people all over the world.
Knowing that Coca-Cola wanted to communicate the spirit of sharing a Coke in an iconic and distinctive way, Ogilvy’s Chief Creative Officer (Graham Fink) personally tracked down and reached out to Jonathan Mak Long, a young student-artist who had previously gained internet acclaim for his Steve Jobs (below) tribute which went viral around the world soon after the Apple founders’ passing.
The resulting effort for Coca-Cola yielded a design, which conveys in the simplest way imaginable the spirit of sharing, friendship and happiness that is sparked each time a bottle of Coke is passed from one hand to another. It debuted in Shanghai this past weekend, and the outdoor execution will run in bus shelters and elevators across the city.
Agency credit to: Ogilvy & Mather (Shanghai)
Chief Creative Officer: Graham Fink
Designer: Jonathan Mak Long
Strategy and Planning: Mark Sinnock
Account Management: Martin Murphy
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