We came up with a wild idea that cost nothing at all. On 27th August 2011, 200 teens secretly invaded one of Hong Kong’s favourite Shek O beach in the dark. With youthful passion, we transformed a regular beach into 10,000 handmade Coke “sand bottles”, in just over an hour. And after creating 32 gigantic happy starbursts covering over 5,000 sq. metres of sand, we left the spot in silence.

With zero media investment, the event quickly turned into one of Coke’s most successful viral campaigns: In just 7 days, the flash mob generated over 210,000 social networking impressions.

200 teens physically took part in our event and 60,000 more teens digitally spurred the project on.

Instead of an ad, we gave the teens a mission and turned their favourite beach into a canvas.

Although the tide soon demolished our sand bottles, the ripples they created lived on. And it created no negative impact on our precious ecology.