| 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 | Senior Copywriter |
| 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.
Implementation: 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. There were more than 60,000 welds, 2 million pieces of silk, and 36,000 LED lights in the 5 installations. With LED thermal sensors installed inside the devices, when people get closer, the installation would light up and shine upon the audience. Timeline? Production started from March 2015 to March 2016. The devices were exhibited from April 9 to April 19. Placement? The installation exhibition was displayed in the leisure space of Charter Shopping Center Shenyang. Scale? There were five groups of devices, each of which was two meters tall, covering more than 200 square meters in total.
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 theme of this event was "LET THERE BE LIGHT". It was an interactive installation exhibition , to drive audience as part of the exhibition instead of a bystander, to arouse their interest, and to provoke their thoughts with Coca-Cola’s social responsibility and its value of social harmony.
Target audience is for the entire society. Approach: We wish to use 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. Using light to disperse the darkness, and melt the indifference of the society.