Coke's summer sequel: From nicknames to lyrics to...movie quotes

Client: Coca-Cola

Agencies: McCann, Isobar, Starcom

Market: China

Scope: TVC, online video, print, point-of-sale, retail, Youku partnership

Details: Over the previous two summer seasons, the ‘Share-A-Coke’ campaign played with nicknames and song lyrics. This summer, Coke bottle labels in China will exhibit lines or quotes from some of the market's most loved movie blockbusters. The campaign will run nationally until August 2015 with the objective of strengthening Coca-Cola¹s relationship with young people in China by adding a bit of drama to their summer.

49 lines or quotes were picked from movies including The Legend Of Zhen Huan (甄嬛传), Forrest Gump (阿甘正传), Never Thought Of That (万万没想到) and Let's Get Married (咱们结婚吧).

CREDITS:

McCann
Chairman / Chief Creative Officer: Tomaz Mok
Creative Directors: Jeremy Guo & Hesky Lu
Account Management: Cia Hatzi, Grace Fong & Sally Nghiem
Creative Planner: Jay Caplan
Agency Producer: Christine Chen
Production / Post-Production House: Black & Cameron / MPC (Shanghai & London)

Isobar
Managing Director: Rohan Lightfoot
Chief Creative Officer: Tim Doherty
Creative: Yang Chen, Kathy He, Hoven Lo & Verna Chen
Tech & Production: Mike Chang, Anco Zhang, TF Wang, Vincent Lin & Roy Wang
Media: Annie Zhang, Peter Wang, Morning Li & Soka Cao
Planning: Bass Chen & Serafina Cheng
Account Management: Jennifer Lin, Brian Liu, Javin Chen & Kris Xiao

Starcom
Business Director: Phyllis Han
Connections Planning Director: Sow Chwee Ling
Chief Content Officer, LiquidThread: Silvia Goh
Associate Business Director, LiquidThread: Emily Liu