We have never missed a single opportunity to help Coca-Cola spread happiness to teens, our target audience. We leveraged on every opportunity to inject the town with our positive message, no matter what practical objectives we needed to meet with our different tasks, we never gave up Happiness, and we never will, as long as there are more people to be cheered up.

Happiness should be contagious. So we decided to persuade the client to abandon their big budget Santa Claus campaign and go for something really small…a battery. An LED. A magnet…and a branded sticker. 170,000 LED throwys were given out through magazine insertions and a plain metallic tree was set up where teens hang out. That was all we did… and the teens created the campaign for us.

The fun spread beyond the Christmas tree, teens quickly came up with their own creative expressions and lit up the town! Our LED throwys were everywhere - teller machines, lampposts, road signs, vending machines, and many other metallic surfaces all turned into free Coke ads around town. It became the biggest Coke Christmas campaign in Hong Kong ever.