Ad of the Day – April 24 (Shanghai)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Ogilvy
  • Location: Shanghai
  • Client: Coca-Cola
  • Name: “Friendship Experiment”
  • Category: Photo exhibition/ Web Film
  • Photo Gallery: www.friendshipexperiment.com

Why I like it: A rolling idea gathers no moss. It’s tempting to look at good work and think that you want to “do some of that”. But it’s not nearly enough to just imitate what is good out there; the only real breakthrough comes from tirelessly pushing things one step further and seeing what happens. Dove did it last week with their “Real Beauty Sketches”, taking a new angle on their campaign and completely revitalizing the conversation. This work from Coke China likewise stands a chance to change the by-now-familiar conversation on friendship and happiness. We are shown lovely images of childhood friends sharing an intimate, happy, bonding moment on China’s streets…and oh, by the way…10 minutes before the images were taken these people had never met! Oh…Ok then. Wow..! You think you know what’s coming, and then “smack”, here’s something new to think about! Which you do, as the video plays on…. “Friends were strangers once” it says. Thus, any stranger…is a potential friend. In this crazy world we live in, there’s something profoundly optimistic in the idea of an inherent, latent goodness between people, one that is often just waiting for the right nudge. This is a message with the potential to make a difference. Not bad for a soft drink!…but then again Coke has earned the right to speak in this way. Congrats to my colleagues at Ogilvy Shanghai, and a big “thank you” to the client for entrusting us with this project!

PS For the first time, I’m going to ask you for a favor: I’m very proud of this work, and think it’s a message worth sharing. So please, if you like the work, help me to share it with the world. Send the link to friends, post it on social media, watch the other videos (6 in total), do your part to help it spread. All it takes sometimes is a nudge for these messages to take flight. Thank you:)

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