Coca-cola: 45 Days Campaign [image] 13

Credits & Description:

Agency: Mccann Worldgroup Shanghai
Client: Coca-Cola Beverages (Shanghai) Company Limited
Art Director: Kris Yang
Chief Creative Officer: Ng Tian It
Copywriter: Lucky Yu
Creative Chairman: Tomaz Mok
Creative Director: Jeremy Guo
Creative Director: Hesky Lu
Director: Kong Jiahuan
Director of Photography: Yuan Shuo
Director of Photography: Li Tang
Editor: Kong Jiahuan
Executive Producer: Wan Lei
Music Composer: Luo Yan
Music Composer: Xu Ziwei
Producer: Christine Chen
Producer: Cheng Cheng
Account Handler: Grace Fong
Account Handler: Cia Hatzi
Account Manager: Yiting Mao
Planner: Jay Caplan
We organized five family interventions, each family representing a different socioeconomic demographic within China, to take them all on a journey to rediscover the preciousness of the 45 days they‘ve to spend together. We conducted video interviews with children and parents separately, asking them to reveal the unspoken truths they dare not share with family. Then, we showed parents the video of their child and vice versa. Finally, we revealed the 45 days statistic to the younger generation, and staged surprise visit from their parents, creating an opportunity to reconnect in an intimate way.