In China and other Asian countries, Lunar New Year is one of the biggest reunion moment. Coca-Cola’s leadership position in Lunar New Year is getting challenged as more and more competitors are heavily investing into Lunar New Year and stealing Coca-Cola’s share of mind. To keep the leadership position in the market, Coca-Cola wants to create a distinctive and ownable end-to-end experience that strengthens the brand edge in LNY and recruit drinkers at meal occasion, making Coke the top beverage choice with meals and make family connection more enjoyable.

The rabbit family’s adorable personality is brought to life through fuzzy wool felt texture and Chinese-inspired embroidered silk patterns, which evokes a whimsical tribute to the past that’s both charming and tactile. Despite the distinct difference in height and postures, Grandma and Grandson Rabbit still feel connected to each oth-er, as their facial expressions and body language are bursting with the same emo-tional power and transcendence.

The intergenerational divide is depicted through the environment. The soft, organic touch of Grandma Rabbit’s traditional home stands in stark contrast to Grandson’s hard angularity modern world, which was inspired by the Binggou Danxia, a re-nowned Chinese vista of stone outcroppings surrounded by grassy plains.

The story was created in 3D style because 3D animation allowed for a sense of realism that 2D would not have achieved, so that despite the characters being fantastical, the story was able to resonate with audiences.

The film celebrates how the Lunar New Year table is big enough to accommodate every generation’s preferences and desires. It is a symbolic common ground always bonding the two, that has remained unchanged over the years. This emotional film was aired in China, Japan, Korea and South Eastern Asia, resonating with millions of young adults, again making Coke the top beverage choice with meals and make family connection more enjoyable.