Coca-cola Design & Branding #COKEHANDS by Ogilvy & Mather Shanghai

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Industry Soft Drinks
Media Design & Branding
Market China
Agency Ogilvy & Mather Shanghai
Executive Creative Director Francis Wee
Illustrator Eno Jin
Released June 2011

Credits & Description

Category: Posters
Product/Service: COCA-COLA
Chief Creative Officer: Graham Fink (Ogilvy & Mather Advertising)
Executive Creative Director: Francis Wee (Ogilvy & Mather Advertising)
Art Director/Illustrator: Jonathan Mak Long (Freelance)
Illustrator: Eno Jin (Ogilvy & Mather Advertising)
Managing Director: Martin Murphy (Ogilvy & Mather Advertising)
Director - Content And Creative Excellence For Coca-Cola, Asia Pacific: Stephen Drummond (Coca-Cola Company)
President/Strategy/Planning: Mark Sinnock (Ogilvy & Mather Advertising)
Media placement: Poster - Bus-Shelter, Lift Lobby, Etc - 15 April 2012

Describe the brief from the client
To develop a big idea to embrace the brand spirit, 'Friendship'.

Describe the challenges and key objectives
1. How to take ownership of 'Friendship'?

2. Can the creative idea be as iconic as Coke?

3. The idea must be easily understood by 1st, 2nd and 3rd tier cities

Describe how you arrived at the final design
Keep going at it, and try something different. Which we did. We got hold of Jonathan Mak, the student who came up with the brilliant, iconic Apple logo with the face of Steve Jobs in it.

Give some indication of how successful the outcome was in the market
When it first appeared, the news was immediately picked up by most of the major websites in China and around the world.

To the day we submitted this entry, we have a total of 50 websites publishing articles about this piece of work - it has generated tremendous buzz inside and outside of China.