Tom Ward and Coca Cola team up for
White Valentines
China is not only the world’s most
populated country, but its also a tough place to find a suitable partner, so tough
that they’ve created ‘Marriage Markets’ where parents gather to try and find a
match for their children.
White Valentines comes exactly a
month after Valentines Day. It’s a day where roles are reversed and women can
approach men to make the first move. So last White Valentine’s Day, Leo Burnett
came up with the concept of Coca Cola being the ultimate ‘Ice Breaker’,
creating a moment that people can share together.
The idea: plant a vending machine
full of ice cold Coca Cola’s with tightened caps in the most romantic park in
central Shanghai. The outcome: girls buying the bottles of Coke would need to enlist
the help of a male passerby to open the bottle.
This accidental approach is
quietly crafted by Coke and creates a meet cute for couples that may never have
met otherwise – the ultimate aim being one of love.
Watch the spot directed by Tom
Ward for Great Guns here:
Agency: Leo Burnett Shanghai/Hong Kong
Executive Creative Director: Julian
Hernandez
Creatives: Joaquin Lynch, Federico Munichor
Agency Producer: Grace Fong
Director/DOP/Editor: Tom Ward
Exec Producer/Producer: Janene Fitzgerald
& Nick Dodet
Post: Digital District Shanghai
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