The campaign, created by Red Lounge, aims to remind teens and young adults why no other beverage can give them that ultimate feeling of ‘shuang’, (Chinese for physical, emotional and spiritual refreshment) that drinking an ice-cold Coke brings.
The TV commercial takes an aspirational, yet relevant approach, using world-class production values to ignite the viewers’ senses, and bring to life the different sensations of sight, sound, icy touch, taste and refreshment of Coke. The campaign is supported by online and outdoor promotions.
Watch the Coke Intrinsic commercial here.
“In this rapidly growing market, the beverage category has become very competitive, with a constant stream of new drink choices being introduced,” said Damian Coren, managing director, Red Lounge.
“Today’s youth are unlike any generation in the history of China,” he added. “We want to ensure that they’re aware of what makes Coca-Cola stand out from the competition, and how its unique feeling of refreshment can play a role in their lives.”
The production involved various cutting-edge technologies to express different time modes, in order to illustrate the unique, intrinsic qualities of Coca-Cola. A time-track rig comprising 50 cameras provided the ability to freeze, time-lapse and create multiple exposures for key scenes. High-speed HD cameras capable of shooting at 1,000 frames a second were also used to heighten the sensation brought about by each property of the product.
A unique combination of techniques was used to create the final result, representing a world-first in commercial filmmaking. Contemporary effects were combined with ‘old school’, in-camera effects, and were accompanied by a progressive soundtrack to create a visual journey that will stimulate the various senses of the viewer.
Source: Design Taxi
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