Coca-Cola
How to learn a new language
There’s a reason emojis caught fire in Asia long before the rest of the world.
They allowed young people to share feelings they were often too shy to express with words.
We realised it gave Coke an opportunity.
To evolve the global ‘Share a Coke’ platform with a new language.
To turn the iconic bottles into expressions of a new culture.
Share a Coke. Share a feeling.
As the copy CD, I helped an inter-disciplinary team create over 75 emojis.
And combine them in different ways to form a messaging framework.
I also collaborated with local agencies in 5 regional hubs, briefing them to adapt the concept to their contexts.
The campaign
Launch film for Thailand, adapted for 15 markets.
Outdoor and online, local and topical
Retail and activation
Credits
Global lead agency: Droga5 Sydney
APAC lead agency: Dentsu Creative/Isobar Singapore
ECD: Stan Lim
CD Copy: Abhi Prasad
CD Art: Xian Lee
Sr. AD: John Paul
Art: Jason Chen, Brenda Lee
Copy: Sam Tan, Dionne Lee
Local agencies: Dentsu Malaysia, Philippines, Hong Kong; Ogilvy Thailand, Indonesia, Dubai