In a campaign to mark the lunar new year in Vietnam, Coke set out to intervene in a family feud between a man and his brother -- and the result has us reaching for the tissues.
The brand's agency, Ki in Saigon, identified a story on social media that fit with its campaign theme of "new beginnings": a girl named Thao wished that her father and uncle could watch the annual new year (Tet) fireworks together as they had done every year until two years ago, when they had a falling out.
Coke worked with the girl over several months to recreate scenes from the brothers' childhood, working from old photographs and stories. The result was a film that was staged at a movie theater where, each unaware that the other was there, the two men were both taken by their families. Their eventual emotional reunion is genuinely moving.
The content is being aired on social media and online channels.
The campaign was creative directed by Kumkum Fernando, who in 2014 won Ad Age's global cover contest for young creatives and is a co-founder of the agency, Ki, which won Coke as a client in 2016.