Coca-Cola China has launched a Chinese New Year campaign to ring in the Year of the Ox.
Produced by McCann Worldgroup Shanghai, CNY Confessions is a heartwarming film that features young people in China sharing authentic stories about what really matters this time of year. With the way COVID-19 reshaped our world in 2020, the simple joys like sitting down for a meal or gathering with distant loved ones have become more rare and important than ever.
The film opens with Meiling, Xiaoming and "Little Piggy" open by lamenting the troubles they go to just to attend their Chinese New Year family gatherings, but in time they confess their true feelings about the importance of these shared moments in life.
“Many Chinese youth once saw Chinese New Year as an obligation, a routine. In 2020, COVID-19 changed all of this, taking away something that many youths once took for granted, and inspiring a shift in perspective of what truly matters – family, friends, connection and love. As a brand that stands for togetherness and optimism, we saw this as an opportunity to ignite the values of our brand, by capturing these confessions in Chinese youth within our film," said Bassam Qureshi, Coca-Cola Head of IMX.
“We spoke with Chinese youth to ensure we were capturing authentic stories in our film, and in doing so, realised that their yearning to reunite with family this Chinese New Year wasn’t about the big celebrations, but the little simple joys found in the normalcy that bring us together. In today’s context, the definition of what ‘normal’ means has changed: from one of routine to one of reappreciation," added Cia Hatzi, McCann Worldgroup chief client officer for Coca-Cola.