Covid-19 reshaped our world in 2020. Even the biggest festival in China- the Chinese New Year, felt meek in a world that changed with the pandemic.Many Chinese youth once saw Chinese New Year as an obligation, a routine. In 2020, COVID-19 changed all of this, taking away something that many youths once took for granted.
What we did
We started out by inspiring a shift in perspective of what truly matters – family, friends, connection and love. As a brand that stands for togetherness and optimism, we saw this as an opportunity to ignite the values of Coke.
We spoke with Chinese youth to ensure we were capturing authentic stories in our film, and in doing so, realised that their yearning to reunite with family this Chinese New Year wasn’t about the big celebrations, but the little simple joys found in the normalcy that brings us together.
The creative impact was evident with the 350% increase in brand social conversations around CNY in youth on various platforms. The major spike was in the conversations by the Chinese youth residing abroad- raising the global brand social index by 125%. Winning the Creative Film Gold for One Show & Abby Asia, the campaign proved yet again the benchmark that Coca Cola stands for.
