Coca-Cola: Celebrating Together Is Magic

Coca-Cola is ushering in the Lunar New Year with the launch of a new multi-touchpoint campaign celebrating the magic of togetherness and cross-generational connection that is synonymous with the holiday season. Created by Ogilvy Shanghai as part of the OpenX by WPP team, the regional campaign features a short animated film launched across 8 markets in Asia, supported by an interactive AI-powered mobile activation, as well as limited edition packaging incorporating interactive AR elements. Lunar New Year is one of the most important holidays of the year, involving numerous traditional rituals and practices around food, housecleaning, decorations, gift-giving and more. In recent years however, the festival has gone through a transformation of its own, with younger generations reimagining some of these century-old traditions to fit their busy lifestyle and the hyper-digital world they live in. This shift has accentuated the generational gap between today’s youth and their elders, with a lack of shared Lunar New Year rituals. This Year of the Rabbit, Coca-Cola aims to be the common ground and show that while traditions define our families, it is their evolution that magically brings us together. Food is an indispensable component of the New Year festivities. Overtime, the family reunion dinner has evolved, with quintessential Lunar New Year dishes full of symbolism and contemporary, urban-inspired flavors both finding their way onto the dinner table. This evolution is the one depicted in the campaign’s main film, “Grandma’s Jiaozi”, which tells the endearing story of a family of rabbits coming together despite their different approaches to traditional rituals and celebrations. Centered around the message: “Lunar New Year may change, but the unchanging tradition of celebrating it together is what makes it magical”, the film celebrates how the Lunar New Year table is big enough to accommodate every generation’s preferences and desires, with the rabbit family’s grandson reserving the most important place on his modern New Year dinner table for his grandmother’s traditional dumplings. The grandmother and grandson then celebrate this gesture by raising a toast with a Coca-Cola. It is a symbolic common ground always bonding the two, that has remained unchanged over the years. All produced in Shanghai, the 1-minute spot and a series of shorter versions will be available in markets including but not limited to China, Japan, South Korea, Singapore, Malaysia and Cambodia, online and on TV.