Situation: Although China has prospered in recent years, she has paid a heavy price with the effect on social harmony. The craze for fortune are making people more apathetic towards each other and are skeptical of helping others.

Brief: As a brand and a corporate citizen, Coca-Cola has always been at the forefront in campaigning for a more harmonious society. In 2017, Coca-Cola wishes to bring the Chinese closer, to heal society with a positive spirit, and to bring back the social harmony.

Objectives: To trigger the society to think and discuss by using a creative content. Let everyone to become a participant, instead of a bystander. To present the educational content in a non-preaching format, to attract more people’s attention and understanding. At the same time, to enhance Coca-Cola’s brand reputation in China.

We launched this marketing campaign for Coca-Cola's Corporate Social Responsibility in China in 2017. The theme of this event was “LET THERE BE LIGHT”. It was an interactive installation exhibition which reconstructed 5 true good deeds in China. Every passing pedestrian was made a participant instead of a bystander. Chinese lantern design’s language and the visual language of sculpture were combined in the installation art. With LED thermal sensors installed inside the devices, if people are far way, they look like a cold sculpture. However, if people get closer, the installation would light up and shine upon the audience. With this special sculptures exhibition, we light up people’s heart and bring them and the society closer together in harmony.

Chinese lantern design’s philosophy and the visual language of sculpture were combined in the installation art, to reconstruct the 5 true stories in China, to which someone didn’t turn a blind eye and made a difference. With LED thermal sensors installed inside the devices. When people are far way, they look like a cold piece of sculpture. However, when people get closer, the installation will be lit up and shine upon the audience. With the shopping mall as a special medium, it was reported by traditional authoritative media at the very first, then reproduced by portal sites on the internet, and eventually spread by the KOLs on Weibo. The production started from March 2015 to sites on the internet, and eventually spread by the KOLs on Weibo. The production started from March 2015 to March 2016. The devices were exhibited from April 9 to April 19.