Coke Break Campaign
At the end of 2022, my team and I were commissioned by Coca-Cola to lead the communication strategy for their biggest annual marketing campaign in China—the 2023 summer campaign, codenamed Coke Break.
By mid-2023, we had developed a creative concept centered around a portal shaped like a Coca-Cola bottle, visually conveying the idea of "open a Coke, feel refreshed." This concept was reinforced across multiple channels, including TV commercials, print visuals, event marketing, and interactive online H5 experiences.
As a result, the campaign led to a remarkable 8% increase in sales during the summer—a significant achievement for a mass-market product in an already saturated market.
In addition, we were also responsible for the creative work behind the outdoor advertising and social media marketing content.
Working closely with our production partners, we created 3D animations for 14 naked eye screens of various sizes across China — all within around one month. We also collaborated with Zcool to produce a large amount of high-quality content.
The brand invested heavily in media placement (with a budget of around 30 million AUD), and the campaign eventually reached over 600 million people nationwide, leading to a significant boost in sales.
Partnered with Zcool (China’s version of Behance) to launch an AI-powered design contest themed around the Coke Portal concept, the competition attracted a large number of outstanding entries from talented designers, further strengthening the visual impact and recognition of the Portal as a core campaign symbol.
