Ice Dew 60 Percent

Coca Cola is running an Olympics-themed campaign promoting Ice Dew bottled water in China. The micro-site, ice-dew.com, features interactive games along with the 60% commercial in which midgets struggle at the Olympics because of a lack of hydration. “Your body is 60% made up of water”.

Ice Dew site


Credits

The Ice Dew Olympics campaign was developed at BBH Shanghai by creative Yu Kung and agency producer Bernice Wong.

Filming was shot by director JJ Keith via Nice Shirt Films / The Loft with director of photography Alan Yap with producers Tom Whitehead and Geok Lem.