Saatchi Shanghai spreads sunshine and good health through the haze for Minute Maid

Minute Maid1.jpgAir pollution has been a major source of worry for several consecutive days, with the PM2.5 levels spiraling high and even breaking 500. Saatchi & Saatchi Shanghai reacted quickly to the heavy haze besetting the city this weekend on behalf of Minute Maid holding an event to "spread sunshine".

The idea was very simple: representatives handed out Minute Maid drinks with bunches of sun-like orange balloons featuring the Minute Maid logo colour to pedestrians in areas like the Bund and Jing'An Temple. The symbolic meaning was that Minute Maid brings out the sun for everyone, even in the thickest fog, brightening hearts and strengthening people's resolve not to let the haze block out their inner sunshine. Passers-by stopped in their tracks at the sight of the balloons and crowded around to get a better look at the long-lost sun: young people held out phones to share the image with friends while parents jockeyed for position to best capture the smiles playing on their children's faces. The sun balloons broke through the fog with pure happiness.
Minute Maid2.jpgThe entire campaign from planning to execution was completed over just 24 hours, and results were outstanding. Such a fast reaction time is extremely rare for a multinational brand in China. Moreover, the concept of the spreading sunlight perfectly reflected Minute Maid's brand concept of promoting sunshine and good health in people's lives. IMC Senior Director of Coca-Cola China Group Stephen Drummond said: "It is our hope to help people keep their inner sunshine shining strong the simplest, fastest and most effective ways, and I think that's what we've done today."

1 Comments

kimi said:

Done. New ideas please, Fan.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.