EMOJI COKE
An integrated campaign across 22 markets.
A new meaning for a beloved icon.
A new language of sharing.
A 🤯 idea
Emojis caught fire in Asia long before the rest of the world. For a good reason.
They allowed young people to share feelings they were often too shy to express with words.
We realised it gave Coke an opportunity.
What if we could turn the iconic bottles into expressions of a new culture?
What if every Coke was a feeling you could share?
Messing with the icons
As the ACD, I helped an inter-disciplinary team to redesign the Coke packaging.
Create over 75 emojis, and combine them to form a messaging framework.
And collaborate with local agencies to adapt the concept to their contexts.
Creating the campaign
As the APAC lead agency, we conceptualised and produced the multi-channel campaign, from locally adapted TVCs to OOH and digital.
Launch film for Thailand, adapted for 12 markets
OOH regional (Singapore)
OOH local (Vietnam)
Contextual digital ads (YouTube)
Engaging fans, online and in stores
Connecting the online and IRL experience, we created an Augmented Reality app to bring alive the Coke cans.
And rewarded engagement with custom emoji packs and stickers for popular IM apps.
Credits
APAC lead agency: Dentsu Creative Singapore
ECD: Stan Lim
ACD Copy: Abhishek Prasad
ACD Art: Xian Lee
Sr. AD: John Paul
Art: Jason Chen, Brenda Lee
Copy: Sam Tan, Dionne Lee
Global brand agency: Droga5 Sydney
Partner agencies:
Dentsu Malaysia
Dentsu Philippines
Dentsu Hong Kong
Ogilvy Thailand
Ogilvy Dubai