Coca-cola Outdoor PAINT THE BEACH by McCann Erickson Hong Kong, UM

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Industry Soft Drinks
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Hong Kong SAR China
Agency McCann Erickson Hong Kong
Executive Creative Director Nick Lim
Art Director Kitty Tang, Tonkie Chan, Rika Kojima, Daniel Cheung
Copywriter Mark Kong
Producer Paul Swee
Photographer So Kim Ho
Account Supervisor Philip Tsang
Agency UM
Released January 2012

Credits & Description

Category: Stunts & Live Advertising
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: UM
Chief Creative Officer: Spencer Wong
Executive Creative Director: Nick Lim
Creative Director: Mark Kong
Copywriter: Mark Kong
Art Director: Daniel Cheung/Kitty Tang/Tonkie Chan/Rika Kojima
Photographer: So Kim Ho
Account Supervisor: Philip Tsang
Advertiser's Supervisor: Winson Wong
Producer: Paul Swee
Account Manager: Penny Chow/Harry Chau
Account Manager: Penny Chow/Harry Chau

Ambient Execution Description
This summer, Coca-Cola wanted to create some genuine, spontaneous happiness for teens on the beach. How about hijacking this unusual and under-explored medium for our message?
We came up with a wild idea that cost nothing at all. On 27th August 2011, 200 teens secretly invaded one of Hong Kong’s favorite Shek O beach in the dark. With youthful passion, we transformed a regular beach into 10,000 handmade Coke “sand bottles”, in just over an hour. And after creating 32 gigantic happy starbursts covering over 5,000 sq. metres of sand, we left the spot in silence.
Dawn swimmers couldn’t believe the sight that met their eyes. And the waves soon travelled far beyond the beach. Words soon spread, along with photos. Causing a viral chain of questions: ‘Who did it and why?’. Then we seeded short films online to give out some clues. These further exploded onto Facebook, Weibo, youtube, forums, e-magazines and personal blogs.