Coke suggests who to nominate for Olympics torch relay

Hong Kong - Coca-Cola has launched a McCann Erickson Guangming conceptualised call-to-action outdoor campaign among the public to nominate suitable candidates to participate in the Olympics torch relay next year.

The campaign is the first of three phases comprising nominations, selection and announcement of the selected torch bearer, with the nomination phase kicking off this month and expected to run till next month.

To convey the message that the Olympics is not just an event limited to athletes and spectators but that everyone could share the spirit and become a "hero", the agency created limited edition Coke cans with the Chinese characters of the names of people one could nominate for printed boldly on the outside. Examples of the 25 versions include "wife", "lover", "third party" and "village head".

Over a thousand of these premium cans were installed in the bus shelter panels located in Wanchai and Tsim Sha Tsui. The premium cans with nomination forms inside will also be distributed for free in Mongkok and Causeway Bay in the coming weeks.

Starcom Worldwide Hong Kong handled media buying and planning duties for this campaign.