Cannes Lions
OGILVY, Shanghai / COCA-COLA / 2022
Overview
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Execution
To create a Chinese New Year film for Coke, we want to make the original music track “Chinese but international”, and “adrenalized but deeply emotional”, which means find the finding the right Chinese sounds to flavor the music track is the key.
After tried various combinations, we decided to mix the robust violin with various Chinese percussion instruments to highlight the adrenalized action scenes. The use of Chinese orchestral tools also wordlessly bolsters the emotional ending of the film.
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