Saatchi & Saatchi Cuts Through Shanghai Smog

Air 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 last weekend, by holding an event on behalf of Minute Maid to “spread sunshine”.

The idea was very simple: representatives handed out 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.

The 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.”

CREDITS:
Interactive Creative Director: Bill Ho
Creative Director: Kat Tan
Head of Creative Digital: Jonathan Ip
Business Director: Sandy Wong
Group Planning Director: Steve Xue
Strategic Planner: Camden Chandler
Head of TV: Ran Yin
Senior Producer: Lesley Qiu
Director of Communications: Rebecca Liu
PR Assistant: Kris Xiao