Coca-Cola shines on bus shelters in Shanghai, via new work developed by Leo Burnett USA
Coca-Cola has launched ‘Shine’ a new outdoor campaign on bus shelters in Shanghai, China. The campaign celebrates the original iconic bottle shape and ties it to the global brand idea: “Coke provides the happy energy that connects people.”
The creative concept was originally developed and executed by Leo Burnett LA and Leo Burnett Chicago. When the agency’s Shanghai team saw the campaign they started working closely with Coca-Cola China in order to run it in Shanghai. “We feel that this work is especially appropriate for China. The outside world often perceives China as isolated and inward oriented, but most Chinese – especially the younger generation – are embracing the rest of the world. This campaign celebrates the eagerness of the Chinese people to connect with the world. I couldn’t imagine a better market to run it,” says Stefan Petzinger, General Manager – Multinationals, Leo Burnett Shanghai.
“This campaign puts the iconic brand and bottle at the heart of human connection and 
illustrates Coke’s ability to bring people together to celebrate happiness,” said Mark Tutssel, Chief Creative Officer, Leo Burnett Worldwide.
The campaign takes the global core brand idea and executes it in a creative and surprising way – following a decade-long tradition of highly creative campaigns that celebrate how Coke connects people all over the world, no matter what their background.
Richard Cotton, Director Content and Creative Excellence, Coca-Cola China says, “We are committed to creative excellence in China and around the world. When Leo Burnett first presented this work to us we knew we had something on our hands that continues the legacy of Coke’s creative leadership.”
Credits – Global Chief Creative Officer: Mark Tutssel. Executive Creative Director: Shannon McGlothin (LA). Photographer: Sandro. Producer: Juan Woodbury (Chicago). Account Supervisor: Katie Nikolaus (Chicago). General Manager: Stefan Petzinger (Shanghai). Business Director: Frances Kong (Shanghai). EVP, Account Director: Bob Raidt (Chicago
3 Comments
we have seen the Coke’s Hands and now the Coke’s Face…
Not effortless, unfortunately.
Note that a combination of subtle retouching and fudging the lighting & etching out on the faces is needed, to force the peeps’ profiles to look like the iconic sugar-water bottle.
Try it yourself by matching random strangers’ faces, shape-wise, against a handy Coke bottle you can carry with you anywhere. (This may make you seem a weirdo, so remember to take a sip now and then…)
Also, why is the same promiscuously repeated bimbette shown on the right, but the male partner keeps changing on the left?
Is this because Coke causes impotence?
Why would you do the same thing 4 times???