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Coca-Cola, in partnership with McCann Shanghai, has launched their annual Chinese New Year campaign, featuring evolved and refreshed versions of their iconic Clay Dolls, which have become synonymous with the annual celebration and the brand.

Last year’s Chinese New Year campaign saw Coca-Cola hit a record high in terms of volumes and brand love scores. For 2018, the Clay Dolls are depicted in scenarios that bring families together for genuine moments of happiness.

The campaign also continues the use of virtual Red Packets, which Coca-Cola launched on the Alipay platform last year, where consumers click to win real money – with amounts ranging from 0.1 to 99 RMB. Since its release two weeks ago, more than 6,600,000 Red Packets have been given away. This number is expected to dramatically rise leading up to Chinese New Year.

Credits

Agency

McCann Shanghai

Coca-Cola Asia Pacific Account Head: Cia Hatzi

Coca-Cola Regional Executive Creative Director: Nora Manjit

Executive Creative Director: Michael Li

Senior Account Director: Felicia How

Senior Account Manager: Sophie Zhu

Creative Planner: Jay Caplan

Senior Art Director: Alair Qu

Copywriter: Yitian Yang

Agency Producer: Canossa Fong

TVC Production House

Carrot Films

TVC Post Production House

MPC Shanghai

TVC Director: Yu Yong Kim Packaging

Design Production House

MPC Shanghai