McCann Worldgroup Shanghai's clay dolls come alive to promote family togetherness for CNY

Clay Dolls.jpgIn a barrage of Chinese New Year ads expounding family togetherness, how could McCann Worldgroup Shanghai come up with an angle that would set Coca Cola apart, and yet tug at the heartstrings?

Coca-Cola, as an iconic brand, felt the need for a fresh festive advertising approach that aimed to reinvigorate the customary rituals of CNY through the theme of "Sticking Together" in its latest "Taste the Feeling" communication.

Clay Dolls 2.jpg"CNY is a celebration of family, a celebration that we stick together no matter what. And with the simple pleasure of drinking a Coca-Cola, we are   always there to make the moment special, celebrating this unbreakable bond with your loved ones," said Richard Cotton, Content and Creative Excellence Director, Coca-Cola China.

So in Coca-Cola's film this year the brand reunites us with the much-loved Clay Dolls, but adds a new mix to the equation - another iconic figure of festivity.

CLAY DOLLS 3.jpg"Since the true spirit of Chinese New Year is to be with family, we wanted to refresh the unbreakable bonds that keep family together," said Cia Hatzi, APAC Regional Business Director for Coca-Cola, McCann Worldgroup. "In this endearing tale, the Clay Dolls help a young boy bring a smile to a lonely snowman. The young boy empathizes with the snowman because he recognizes that everyone deserves to be with family during important celebrations. The Clay Dolls that have become synonymous with Coca-Cola CNY undertake the noble mission to 'build' a family for our lonely snowman, hence delivering the message of a special moment of family bonding."

Richard Cotton explained further that, "In the full campaign we incorporated the Clay Dolls on TV, packaging, in-store, OOH, cinema and digital. Tailor-made CNY greetings tapping into users' purchase behavior were also created in partnership with Alipay. Upon scanning the Clay Dolls visuals, they will digitally come alive to greet users with messages of family togetherness."

Credits -
Creative Directors: Jeremy Guo & Hesky LuAccount Management: Cia Hatzi, Felicia How, Sophia Guo
Creative Planner: Jay Caplan
Senior Art Director: Kris Yang
Senior Copywriter: Billy Liao
Agency Producer: Alison Lin
TVC Production House: Animal Factory Films
TVC Post Production House: MPC Shanghai
TVC Director: Augusto de Fraga
Packaging Design Production House: Ember Lab


Confused consumer said:

Not exactly taste the feeling is it? Feels like an open happiness leftover. The brand is in a confusing mess since they ditched that slogan.

Horrible said:

Refresh the unbreakable bonds that keep...... what? Blimey a soft drink? Clearly these people knows nothing about what it takes to keep a family together. It doesn't need an ad to tell a family that, let alone a condescending and lame one like this. If this is meant for 2017, please leave it for 2016, it'll take it and leave altogether in a week mate.

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