Coke cheers HKCEE students with short films

Hong Kong - Coca Cola, McCann Erickson and the Hong Kong Arts Centre have collaborated with independent filmmakers to produce short films aimed at encouraging HKCEE students who are anxiously waiting for their exam results to be announced this Wednesday to focus on the positive side of life and to look beyond exam scores.

The Arts Centre invited 15 ‘happy angels' to produce a series of 2 minute- long short films based on the exam scores between zero to 30. The campaign themed "Scores don't matter. Look on the positive side of life" include two short films produced by the advertising agency.

"Since Coca-Cola launched the new theme 'Coke Side of Life' last year, we have been promoting to Hong Kong people a more positive feeling of thinking and living, making the world a little bit better. Through the creativity of each happy angel, we wish their short movies can inspire the HKCEE students to face the results and their life in a more positive way, exemplifying the spirit of "Coke Side of Life," Clory Wong, marketing director for sparkling beverages for Coca-Cola China said.

"We have invited different artists, some professional and other amateurs to participate in this campaign with a common and meaningful goal. As a result, we get short films of different styles and are able to look at HKCEE scores from a lot of different perspectives and interpretations. We are also able to deliver happiness to students through a lot of different voices," Nick Lim, creative consultant for McCann Erickson Hong Kong said.

The campaign, which started on 30 July will run for three weeks, and the short films are broadcast on outdoor video screens at Causeway Bay, apm, Mongkok and Tsim Sha Tsui as well as on Hutchinson's 3G mobile portal, on the website including DVDs distributed to students at schools.

The Arts Centre handled media buying and planning for this campaign.