After the global success of the Share a Coke labels campaign, we needed to come up with a new version for China.
So, instead of labels with names, we used nicknames, creating a stronger and more meaningful connection with the chinese population.
We partnered with Asia’s biggest rock band “MayDay” and together we created a song that became the anthem of the Chinese Summer. We did a full integrated campaign.
A music video-clip, tv commercials, digital pieces, OOH, and re-designed the labels. The campaign was watched by millions of people, becoming one of the most talked about campaigns of the year.