Ogilvy China wanted to revive Coca-Cola’s dated Christmas print campaign and transform it into a timeless and unforgettable piece.
The more I studied the coke can, the more apparent something became. With a simple belt, I could reveal a hidden Santa jacket. The combination of classic Christmas humour with subtle design instantly packed a visual punch. Posters of the design were placed in high visibility areas for maximum effect, including a 35 metre high billboard in Manila.
The campaign reinforced Coca-Cola’s renowned Christmas associations. As a testament to its success, the campaign was shortlisted for several awards and won the Clio Awards.
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