Coke and McCann Shanghai create tech-driven iteration of ‘clay dolls’ campaign for CNY

McCann Shanghai has created a Chinese New Year campaign for Coca-Cola that plays out via film, on mobile and outdoor.

Leading the charge are the Coca-Cola clay dolls, a long-running trope of Chinese New Year advertising for the brand.

Coca-Cola greater China and Korea head of content creative and design Richard Cotton said: “Building on our previous success, this year’s instalment of the Coca-Cola Clay Dolls (Fuwa) retains its magical place during the CNY holidays by being rooted in tradition.”

McCann Worldgroup Asia Pacific’s chief client officer Cia Hatzi said: “In this year’s storytelling, we wanted to remind people that good fortune starts with genuine family love.

“It’s when we come closer, all the magic of CNY becomes real, with family cheer an essential ingredient to ensure a year full of wealth, health and luck.”

Apart from the film, Coca-Cola engineered a coordinated outdoor campaign, lighting up the lighting up 53 buildings on the shoreline of the coastal city of Qingdao.

The partnership with Alipay has resulted in a film, a fairytale updated for the mobile era.

Hzi said: “We wanted to bring home the message that, although everyone seeks out good fortune for Chinese New Year, by putting up all the good luck symbols, these symbols are merely symbols. True good fortune is having your loved ones by your side.”

The partnership also allows for the transfer of themed gifts from mobile to mobile


Coca-Cola Asia Pacific account head: Cia Hatzi

Coca-Cola regional executive creative director: Nora Manjit

Executive creative director: Michael Li

Group account director: Felicia How

Senior account manager: Sophie Zhu

Account executive: Eva Zhang

Senior art director: Alair Qu

Copywriter: Yitian Yang

Creative planner: Jay Caplan

Agency producer: Alison Lin

TVC production house: The Loft Films

TVC post production house: MPC Shanghai

TVC director: Pepe Puenzo

Packaging design production house: MPC Shanghai

Partner: Alibaba Group

Media agency: Dentsu Aegis Media Shanghai



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