COCA-COLA X TMALL.COM
HAPPINESS CATS IN CITIES
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China has so many diverse city cultures.
While they are recognized by landmarks,
what makes them truly special is the character
of the people who live there.
Coca-Cola launched a series of 23 limited edition
"Sleek Cans" celebrating the distinct faces of cities
in China,2018.
McCann Shanghai partnered with famous illustrator
Noma Bar for the designs of the city cans,
using iconic cultural elements of each city
to express the personality of its people
and mixing it with Coca-Cola iconography.
The can designs are visually captivating
because some details are obvious,
and others discoverable upon a second glance.
To promote "Sleek Cans" program on Tmall.com,
Coca-Cola launch a tailor-made program on the biggest
eCommerce platform in China,
the idea is select 4 iconic cities to develop
a set of special premiums for the Tmall.com promotion,
the premium design should fit in the Tmall.com logo
- Cat head shape
Finally, I developed a set of "Cat head shape" pillows
to represent Beijing, Shanghai, Guangzhou and Hangzhou city.
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SHANGHAI
Cheongsam lady is playing with cat
in front of Shikumen
gardenia is city flower of Shanghai
Shikumen is a traditional Shanghainese architectural style
combining Western and Chinese elements
GUANGZHOU
Lady is enjoying Dim-Sum and playing with cat
Dim-Sum is is a style of Chinese cuisine,
which is generally considered Cantonese.
HANGZHOU
Butterfly dancing around the lady
in the West lake side
West Lake is the most famous attraction or symbol of Hangzhou City.
BEIJING
Actor of Beijing opera is playing with cat
and cat in Imperial Palace
Legend has it that there are 181 cats in the Imperial Palace,
each with its own name.
CLIENT
Coca-Cola Greater China & Korea
CONCEPT, CREATIVE AND ILLUSTRATION
Uncle Ray
