Chinese New Year is the biggest celebration in the East since time immemorial. Every household prepares for this annual festival following ancient customs that everything must have symbolic meanings in which only items with auspicious meaning are worthy of a space on the dinner table. On top of that, the Chinese are known for being highly superstitious.So brands need to be culturally sensitive in everything they do. So how do you make a modern-day brand a part of centuries-old custom? Just like Coca-Cola has become synonymous with Christmas in the West.

The creative execution was relevant to Coca-Cola in many ways. Beyond the product, the brand is closely tied to social celebrations and generating positive emotions under the brand’s “Open Happiness.”

Therefore, the idea fit perfectly both as a strong solution and service to bring out the brand’s most recognizable and marketable self: the Coca-Cola power to bring people together and deliver happiness to all.

Sign language was finally talked about, by society at large. Literally hundreds of volunteers signed up for a sign language course at the Association’s school, social media saw at 80% increase in conversations surrounding the campaign, and donations to the school totaled at $4,500 in just one night (average contributions are just $500 a month).