Coca-Cola’s CNY campaign draws on Liu Xiang’s school days

The 2012 campaign is based on a true story from Liu’s school days. The 30-second 'School Visit' TV commercial for Coca-Cola sees Liu returning home for the biggest festival of the year.

The scene shows him at his old school, eager to reunite with past classmates. Liu daydreams about a failed attempt at running for class president where he received a single vote. He is interrupted by former classmate, now teacher, who confides he gave his vote to Liu.

“Sharing is central to Chinese New Year. Sharing beverages is key to that festival," said Amanda Yang, ECD of Leo Burnett Shanghai. “The creative puts Coke in the centre of that relationship, making Coke about togetherness, friendship and family.”

The TVC is currently airing on terrestrial and cable TV networks, backed by out-of-home, point-of-sale and print executions.

The agency said that ‘The first Coke of the year campaign’ has become a feature of the mainland’s
advertising year for Coca-Cola. Liu first featured in the 'First Coke of the Year campaign' in 2009, months after his public disappointment at withdrawing from the Beijing Olympic Games with an injury to his Achilles tendon. The campaign won a Gold at the DIgital Media Awards (DMAs) in 2009.

 

Credits
Title First Coke of the Year – “School Visit”
Client Coca-Cola
Creative agency Leo Burnett Shanghai
Creative team Amanda Yang, Gordon Hughes, Alexis Mardapittas, Colin Lee,
Joy Zou
Account management Lou Field, Grace Fong
Film producer Christine Chen
Film production company Prestige Films
Film director David Wang
Print producer Crystal Xie
Photographer Steve Koh
Print production company Refine Images
Media agency Starcom
Exposure Television, outdoor, point of sale, print