Coca-Cola and Ogilvy & Mather Advertising Shanghai have won the Outdoor Grand Prix at Cannes International Festival of Crativity, for “Coke Hands”, a bus shelter campaign. The iconic imagery, designed by Jonathan Mak Long (the Steve Jobs silhouette Apple designer) conveys sharing in a manner that is uniquely own-able as the only two elements in the entire visual are both trademarks of Coke, as well as worldwide icons: the “Dynamic Ribbon” and the “Contour Bottle.” Coca Cola launched the bus shelters in April 2012 and promoted the campaign with the Twitter hashtag #Cokehands.
The #CokeHands campaign was developed at Ogilvy & Mather Advertising, Shanghai, by chief creative officer Graham Fink, executive creative director Francis Wee, art director, designer and illustrator Jonathan Mak Long, illustrator Eno Jin, account manager Martin Murphy, planner Mark Sinnock, and Coca Cola creative excellence director Stephen Drummond.
“In a market like China where clutter is the norm, the simple lines and hyper-minimalistic design, which even leaves out Coke’s logo, are a show-stopping example of ‘less is more,’” said Graham Fink, Chief Creative Officer of O&M China. “Beyond its obvious beauty, what made everyone so excited is that the design is inherently universal – we expect it to bring smiles to people everywhere from Shanghai to Istanbul to Buenos Aires – without any modification at all.”