Coca-cola Design & Branding SHINE by Leo Burnett Chicago, Leo Burnett Shanghai


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Industry Soft Drinks
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Producer Kim Green-Goesel
Photographer Sandro Serzedello
Account Supervisor Katie Nikolaus
Agency Leo Burnett Shanghai
Released February 2013

Credits & Description

Category: Corporate Image
Advertising campaign: SHINE
Evp/Account Director: Bob Raidt (Leo Burnett Chicago)
Business Director: Frances Kong (Leo Burnett Shanghai)
Executive Producer: Juan Woodbury (Leo Burnett Chicago)
Content And Creative Excellence Director/Coca-Cola Greater China: Richard Cotton (The Coca-Cola Company)
Executive Director Of Production: Vincent Geraghty (Leo Burnett Chicago)
Producer: Kim Green-Goesel (Leo Burnett Chicago)
Executive Creative Director/Art Director/Copywriter: Shannon Mc Glothin (Leo Burnett Los Angeles)
Account Supervisor: Katie Nikolaus (Leo Burnett Chicago)
Global Chief Creative Officer: Mark Tutssel (Leo Burnett Worldwide)
Photographer: Sandro
General Manager: Stefan Petzinger (Leo Burnett Shanghai)

The initial idea was portraiture with two people facing each other and what negative shapes could form out of how close they could get and the outcome of their energy together. Once we found the bottle shape between the heads of two people as a test shot, we knew we had something special. From there, we worked closely with the photographer Sandro to cast and create a body of work that was a visualization to us of what Hilltop would look like in the year 2013.

The initial results in Shanghai have been positive. The images are striking and have resonated with the larger community and was so successful that Coke is thinking of expanding the campaign to other global markets.

Client Brief Or Objective
We wanted to create a campaign that dispels the myths and actually celebrates the eagerness of the Chinese people to connect with the world, thanks to the Happy Energy a Coke provides that help brings people together, connecting them, no matter what their background is.

Brief Explanation
One of the challenges and key objectives we faced with this campaign was that the outside world often perceives China as isolated and inward oriented, but most Chinese - especially the younger ones - are embracing the rest of the world. We had to find a way through our creative to share with the world that we are open and eager to bring people together and celebrate happiness through our shared humanity.