Coca-Cola has launched its Chinese New Year campaign, ‘CNY Confessions’, based on some real-life stories exploring the meaning of Chinese New Year, in a world that changed with the pandemic.
The campaign, conceptualised by Mccann Worldgroup Shanghai, is a pastiche of three independent stories of three young citizens living in China.
Meiling is a young teenage girl who lives in a bustling home filled with family and visiting relatives and craves for privacy. Xiaoming Wang is another young boy who is always being asked to run around to run errands and get stuff for the family – he is not happy since he prefers to play video games. The third story is of Little Piggy, the young boy who lives in the city and dreads the bumpy bus ride that he must take to meet his grandmother who lives in a distant village. He is all she has and she yearns for his visits.
Agency: McCann Worldgroup
Coca-Cola Asia Pacific Account Head: Cia Hatzi
Executive Creative Director: Manjit Norashikin
Creative: Daniel Wu, Ivan Liu, Veronica Jin
Account Management: Pek Lai, Zane Goh, Summer Kong
Creative Planning: Roshni Hegerman, Linxi Ye, Gregory Williams
Agency Producer: Berry Tan
Social Film Director: Adam Liu
Production Houses: Animal Factory Social Film
Clay Dolls: Digital Domain