PAINT THE BEACH

TitlePAINT THE BEACH
BrandCOCA-COLA CHINA
Product / ServiceCOCA-COLA
CategoryA09. Environmental Design
EntrantMcCANN WORLDGROUP Hong Kong, HONG KONG
Entrant Company:McCANN WORLDGROUP Hong Kong, HONG KONG
Design/Advertising Agency:McCANN WORLDGROUP Hong Kong, HONG KONG

Credits

Name Company Position
Spencer Wong McCann Worldgroup Chief Creative Officer
Spencer Wong/Nick Lim McCann Worldgroup Executive Creative Director
Mark Kong McCann Worldgroup Creative Director
Mark Kong McCann Worldgroup Copywriter
Daniel Cheung/Kitty Tang/Tonkie Chan/Rika Kojima McCann Worldgroup Art Director
So Kim Ho Photographer

Brief Explanation

Instead of a traditional ad, we have decided to hijack one of Hong Kong teens' favourite place to hang out - the Shek O beach and used this unusual and under-explored medium for our message.

The Brief

This summer, Coca-Cola wanted to create some genuine, spontaneous happiness for teens.

How the final design was conceived

We came up with a wild idea that cost nothing at all. On 20th August 2011, 200 teens secretly invaded one of Hong Kong’s favorite Shek O beach in the dark. With youthful passion, we transformed a regular beach into 10,000 handmade Coke “sand bottles”, in just over an hour. And after creating 32 gigantic happy starbursts covering over 5,000 sq. metres of sand, we left the spot in silence.

Indication of how successful the outcome was in the market

Dawn swimmers couldn’t believe the sight that met their eyes. And the waves soon travelled far beyond the beach. Words soon spread, along with photos. Causing a viral chain of questions: ‘Who did it and why?’. Then we seeded short films online to give out some clues. These further exploded onto Facebook, Weibo, youtube, forums, e-magazines and personal blogs.