Execution

This summer, Coca-Cola wanted to create some genuine, spontaneous happiness for teens on the beach. How about hijacking this unusual and under-explored medium for our message? 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 beach, Shek O 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. 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.