In a campaign to mark the lunar new year in Vietnam, Coca-Cola set out to intervene in a family feud between a man and his brother. We identified a story on social media that fit with the campaign theme of "new beginnings”
A girl named Thao wished that her father and uncle could watch the annual new year (Tet) fireworks together, as they had done every year, until two years ago, when they had a falling out.
We worked with Thao over several weeks to recreate scenes from the brothers' childhood, working from old photographs and stories. The result was a film that was staged at a movie theatre where, each unaware that the other was there.
And the result had the nation reaching for the tissues. This is story of how we created a multi-media campaign that took the nation on this emotional journey.
• This campaign bought back - Coca-Cola to the top spot of being the most loved brand.
• The communication was rated the best of the best by MIllward Brown.
• This campaign beat the competition in all parameters, arrested the brand’s decline in 2016 and put the brand in an upward momentum for the new year.