One of the challenges and key objectives we faced with this campaign was that the outside world often perceives China as isolated and inward oriented, but most Chinese - especially the younger ones - are embracing the rest of the world. We had to find a way through our creative to share with the world that we are open and eager to bring people together and celebrate happiness through our shared humanity.

The initial idea was portraiture with two people facing each other and what negative shapes could form out of how close they could get and the outcome of their energy together. Once we found the bottle shape between the heads of two people as a test shot, we knew we had something special. From there, we worked closely with the photographer Sandro to cast and create a body of work that was a visualization to us of what Hilltop would look like in the year 2013.

The initial results in Shanghai have been positive. The images are striking and have resonated with the larger community and was so successful that Coke is thinking of expanding the campaign to other global markets.