Creativity

Coca-Cola China: One Year Out

In China, Coke has launched a one-year countdown to the 2008 Beijing Olympics, marked by more than 50 different designs to be displayed in bus shelters. The work is produced by Red Lounge, a unit set up by Coca-Cola China in partnership with its rost

Published on Aug 21, 2007

Editor's Pick

In China, Coke has launched a one-year countdown to the 2008 Beijing Olympics, marked by more than 50 different designs to be displayed in bus shelters. The work is produced by Red Lounge, a unit set up by Coca-Cola China in partnership with its roster of agencies, which includes Leo Burnett, Starcom, WWWins and Heartland. In a statement that accompanied the announcement, Red Lounge CCO Bere Mitchell describes the project as evoking "the shuang of an ice-cold Coke and the shuang of the Olympics," while simultaneously being universal and "uniquely and distinctly Chinese. So in its totality, it becomes a celebration of all things Chinese—our folklore, our legends, our heroes, our future." Shuang, according to Leo Burnett Asia Pacific spokesperson Karen Lim, means "physical, emotional and spiritual refreshment."

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About

Credits

Date
Aug 21, 2007
Client:
Coca-Cola China
Agency:
Red Lounge
Chief Creative Officer:
Bere Mitchell
Creative Director:
JuliÃ'¡n HernÃ'¡ndez
Associate Creative Director:
Paul Gong
Art Director:
Paul Gong
Art Director:
Aif Xie
Art Director:
Alex Qian
Art Director:
Chris Liu
Art Director:
Lillian Zhang
Art Director:
Brandy Wang
Art Director:
Antonin LeliÃ'¨vre
Copywriter:
JuliÃ'¡n HernÃ'¡ndez
Copywriter:
Rain Gong
Producer/Art Buyer:
John Gu
Producer/Art Buyer:
Angela Gu
Photographer:
Chua Aik Yong
Photographer:
Bao Hong

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