| Title | LET THERE BE LIGHT |
| Brand | COCA-COLA |
| Product / Service | COCA-COLA |
| Category | A08. Corporate Social Responsibility |
| Entrant | OGILVY BEIJING, CHINA |
| Idea Creation | OGILVY PUBLIC RELATIONS Beijing, CHINA |
| Production | BEIJING ANT-X PRODUCTION Beijing, CHINA |
| Name | Company | Position |
|---|---|---|
| Graham Fink | Ogilvy Beijing | Chief Creative Officer |
| Kin Chong | Ogilvy Beijing | Executive Creative Director |
| Yong Xie | Shenyang University Academy of Fine Arts | Professor |
| Sheng Li | Reuters China | Photographer |
| Xingsheng Qi | Ogilvy Beijing | Creative Director |
| Guilin Bo | Ogilvy Beijing | Creative Director |
| Wenbo Zhang | Ogilvy Beijing | Associate Creative Director？ |
| Jingbei Zhang | Ogilvy Beijing | Art Director |
| Meiying Zhao | Ogilvy Beijing | Associate Art Director |
| Marcus Ma | Ogilvy Beijing | Vice President |
| Hui Wang | Ogilvy Beijing | Senior Account Manager |
| Max Liu | Ogilvy Beijing | Senior Illustrator |
| Chao Wei | Ogilvy Beijing | Agency Producer |
With this special statues exhibition, we light up people’s heart and bring them and the society closer together in harmony. According to "Chinese Social Survey" (CSS) , only 5.6% of people trust strangers in the survey of Chinese social trust, which shows that the society is getting more and more indifferent in China.
Chinese lantern design’s philosophy and the visual language of sculpture were combined in the installation art, to reconstruct the 5 true stories in China, to which someone didn’t turn a blind eye and made a difference. With LED thermal sensors installed inside the devices. When people are far way, they look like a cold piece of sculpture. However, when people get closer, the installation will be lit up and shine upon the audience. With the shopping mall as a special medium, it was reported by traditional authoritative media at the very first, then reproduced by portal sites on the internet, and eventually spread by the KOLs on Weibo. The production started from March 2015 to sites on the internet, and eventually spread by the KOLs on Weibo. The production started from March 2015 to March 2016. The devices were exhibited from April 9 to April 19.
This campaign was reported by China's official media such as People's Daily, CCTV, website of China government etc., by domestic and international authoritative media such as AFP, CHINADAILY, Toutiao, iFeng.com, NTB etc., and by video media such as Shenyang TV, CCTV.com, Phoenix video etc. More than 100 media reported and more than 200 media reproduced within 3 days. More than 220 million person-times of media exposure. Because of this event, the audience got closer to one another, and called others on social media to step forward and make this society warmer, with more than 100,000 shares on social media.
We launched this marketing campaign for Coca-Cola's Corporate Social Responsibility in China in 2017. The interactive installation art exhibition was held with the theme “LET THERE BE LIGHT”. We did not choose a gallery to exhibit, but a busy passageway of a shopping mall as a special media instead. We pushed forward the social topics to the society, and formed strong interaction with everyone passed by.
This campaign of Coca-Cola was for the entire society, intended to trigger the whole society to think. The exhibition was held in the pathway of a shopping mall in the city center, for 10 days. We used a creative content to change the behavior of the Chinese, from turning a blind eye to others’ troubles into getting close and helping others in forming a social harmony. Used light to disperse the darkness, and melt the indifference of the society.