COCA-COLA LUNAR NEW YEAR CAMPAIGN
Advertising Campaign Design
The Coca-Cola Lunar New Year Campaign in Vietnam takes place once every few years to celebrate the spirit of the most important holiday of the year. This year project brought together three artists to create three unique marks for limited-edition Coca-Cola cans, each representing a different interpretation of Lunar New Year spirit: the love for our partner, the love for our family, and the love for our community. As part of the creative team, my role focused on developing a visual campaign concept that would promote these new designs nationwide.
ORGINAL ARTWORK BY COCA-COLA
LUNAR NEW YEAR TRADITIONS
LUNAR NEW YEAR TRADITIONS
FINAL CONCEPT
The concept explored the idea of an illustrated airplane traveling across Vietnam, symbolizing the journey of the new Coca-Cola cans as they “fly" from city to city to celebrate Lunar New Year with people everywhere. The airplane illustration carried the festive energy of the holiday and still connected to the marks in terms of style and design language. By integrating Coca-Cola brand colors and traditional Lunar New Year colors, playful illustration styles, and the idea of movement, the campaign communicated a message of reunion and celebration
EXECUTION
CONCLUSION
This project required a combination of conceptual thinking, illustration development, and production design. The primary task involved translating the art style of three marks into a cohesive visual language that could be adapted across multiple formats. The campaign included posters, large scale billboards, standees, and welcoming gates placed at a variety of convenient store throughout Vietnam. Collaboration and a deep understanding of brand guidelines were critical to ensure the campaign maintained the recognizable Coca-Cola identity.
OUTCOME
The Lunar New Year campaign played a strategic role in strengthen Coca-Cola's brand presence during the most important consumption season in Vietnam. By integrating artistic designed cans with a national promotional system, the campaign expanded visibility across 21 major cities such as Ho Chi Minh City, Ha Noi, Hoi An, Hue, Da Nang, etc. It helped support Coca-Cola's strong start to 2018 with 4.76% organic revenue growth in Q1 2018, which eventually contributed to 13.8% year-over-year sales growth in the Coca-Cola bottling system during 2018.