| Title | LET THERE BE LIGHT |
| Brand | COCA-COLA |
| Product / Service | COCA-COLA |
| Category | E05. Interactive Outdoor Experiences |
| 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 |
We launched this marketing campaign for Coca-Cola's Corporate Social Responsibility in China in 2017. The theme of this event was “LET THERE BE LIGHT”. It was an interactive installation exhibition which reconstructed 5 true good deeds in China. Every passing pedestrian was made a participant instead of a bystander. Chinese lantern design’s language and the visual language of sculpture were combined in the installation art. With LED thermal sensors installed inside the devices, if people are far way, they look like a cold sculpture. However, if people get closer, the installation would light up and shine upon the audience. With this special sculptures exhibition, we light up people’s heart and bring them and the society closer together in harmony.