PRESENTSCLIO 2013

Coca-Cola: CokeHands

Advertising Agency: Ogilvy & Mather Shanghai, China
Chief Creative Officer: Graham Fink
Executive Creative Director: Francis Wee
Art Director: Jonathan Mak Long
Illustrator: Jonathan Mak Long, Eno Jin
Planning: Mark Sinnock
Account Director: Martin Murphy
Published: April 2012

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40 comments

Nike Diesel's picture
Nike Diesel
13389 pencils

Well deserved GP Lion.

mercedes's picture
mercedes
181 pencils

Cannes is becoming a joke. Wasn't any other better work there to award? And GP, my goodness!

dadada's picture
dadada
1720 pencils

agree :)

Everybody is creative, be yourself.

Milan Solanki's picture
Milan Solanki
986 pencils

there is a reason why we have a community named 'fuckcanneslions'

NomadDCLXVI's picture
NomadDCLXVI
443 pencils

Yep. GP in this case feels a bit like a joke.

dclxvi

andylefty's picture
andylefty
4537 pencils

Screams Fink. So simple.

Hadrons's picture
Hadrons
5743 pencils

Minimalism & iconic seems to be his unique talent.
He deserved the Grand Prix

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

MindDrift's picture
MindDrift
1119 pencils

It's not like Graham designed it...

bate_palmas's picture
bate_palmas
1479 pencils

Yeah well done Fink

creativegodown's picture
creativegodown
252 pencils

Looks good, but not a Grandprix material

kleenex's picture
kleenex
29454 pencils

very simple...

talkingisfree's picture
talkingisfree
2586 pencils

Great grand prix in my opinion. Actually so good I wouldn't be surprised if we see it in the coke cans and other stuff. It's the whole brand in there.

Han Zhonghua's picture
Han Zhonghua
70 pencils

This is not a Grand prix, even a bronze is too much!!! extremely simple.

"Just one Idea can change everything"

mercedes's picture
mercedes
181 pencils

I totally agree with Han Zhonghua. May be it's worth a shortlist, that's it. There are so many simple but genius ads done around the world, but this one is simple and ordinary.

Cannes judging is losing its credibility.

Cannes can never reach the standards of One Show and D&AD.

The entire creative fraternity should shun Cannes.

KingArt's picture
KingArt
49 pencils

Simple and genius!

mercedes's picture
mercedes
181 pencils

Last year, the Grandprix was awarded to a genius creative indeed. The Samsonite ad. But this year, not even 1% of it.

He who has the money makes the rule. Chinese economy is the best in the world now. May be the influence reflects in advertising too.

MindDrift's picture
MindDrift
1119 pencils

This time I agree with you. A Grand Prix? Really? I mean it's nice and deserves a shortlist, but it looks like a logo.
But hey, the creative industry is small and most of the jury members are friends with the creatives whose work they are judging. So that maybe does influence their judgement.

BernbachOnRoids's picture
BernbachOnRoids
77 pencils

Is it the right way up? Shouldn't it be sideways? Where's the fine print? I can't see the fine print. It Freaking me out! Where's the logo! It's not telling me where to go, what to do. I'm like a dog without a lead. A sheep with out a shepherd. hmmm
oh wait.... I think I've seen this before. Oh yes that's right. I've been staring at it for the last three and a half weeks. Perched atop a fellow colleges desk. His muse, his inspiration.  WHAT DOES HE KNOW!

I just asked the misses BernBach "What you think of this?"
"What is it?" she said

"WHAT IS IT! Well you tell me! What do you think, go on, TELL ME, TELL ME What do you see... TELL ME!"
"Well its two hands. Is it a design? Is it a ad? Is it finished?"

"That's enough.... Go get me my slippers"

What does she know. NOTHING! She's never known anything. Whatever she thinks she knows, she doesn't.

"Where's my SLIPPERS!"

I was once told by a great great man that a design is never finished until you can't take anything else out. I also read in a book that simpler is better. I was also always told this by my AD back in the day. Over and over again. It's to complex you need to simplify it. Take that out, get rid of this. Touch me over here, yes that's right. Harder. Delete this. Just a little harder now. Yes nearly there. Harder. One more thing. BOOOOOM! You have it. In your hands, an ad thats worthy of love juice.  Is this ad worthy of my love juice. Is it literally taking what we've learnt over the years to the extreme. Is it actually saying what we the viewer want it to say, because its saying nothing. Or is it saying everything. Is this one of those ads that you will see in a Hey Whipple Squeeze This volume 2000. Is this ad the love child of years of "buy my freaking product, brand the crap out of your city advertising" and an art form that has reached the pinnacle. Think about it. Deep. Think. Deeeeeep. Ssssssssh. Touch me over here.   

If you're still reading this I don't know what the crap I'm talking about. Please stop reading this. Go on stop. You can do it...DOOOOOO IT!
I think I like this ad. Love juice like. It's either that or I'm having a flash back of drinking coke. Real coke. Not the fake modern, a little bit of a sugar rush coke. But the old I'm going to get everyone hooked on my drink because it's actually the best drug in the world coke. I'll stop now. 

"Where's my SLIPPERS!"

MindDrift's picture
MindDrift
1119 pencils

Are you sure it's only steroids you're on? :)

NicoCiego's picture
NicoCiego
1035 pencils

Minimalism at its best.

dearturki's picture
dearturki
311 pencils

would work for some business deal with shaking hands.

campbellcoha's picture
campbellcoha
325 pencils

It screams Jonathan Mak Long to me. He's the one who designed it after all. Props to Fink and Ogilvy for tracking this student down though.

Portfoliosoup.com

salil.sharma's picture
salil.sharma
2278 pencils

i love it

Ads.chinaSMACK's picture
Ads.chinaSMACK
271 pencils

Props to Ogilvy China for finding the talent. It's the same guy who created the Steve Jobs image.

Advertising @ chinaSMACK
http://advertising.chinasmack.com

colarn's picture
colarn
63 pencils

The concept is good and the execution is fine but this is not a revolutionary ad and I don't believe is Grand Prix worthy. I would have appreciated more development with the direction. While I understand and appreciate the minimalist approach, a tagline would help to say the least.

ThomWong's picture
ThomWong
8 pencils

Isn't at least part of the power of this ad the fact that Coke, perhaps alone among brands other than Nike, doesn't need a tagline anymore? Or even a brand name?

gbl's picture
gbl
451 pencils

Basic design piece. Not a design GP. Not at all a advertising GP.

Bacon Face's picture
Bacon Face
107 pencils

you guys are forgetting who the president of the jury was.

Milan Solanki's picture
Milan Solanki
986 pencils

+1

Mayi92's picture
Mayi92
143 pencils

DONT KNOW WHY PEOPLE THINK IF A JOB SEEMS HARDER OR WITH LOTS OF EFFECTS, THIS DESERCE AN AWARD :S
IT'S THE IDEA AND THE WAY PEOPLE GET!!!!!!

syamtvr's picture
syamtvr
4 pencils

Cool

casa_design's picture
casa_design
4 pencils

great work!

Geimima's picture
Geimima
815 pencils

great luck...

life is a playground

the_lizard_king's picture
the_lizard_king
1259 pencils

awesome. Respect.

And then GOD said...
Let there be creativity!!!

ZubinRaval's picture
ZubinRaval
90 pencils

Simplicity wins again... :)

karruza's picture
karruza
290 pencils

oh come on, this is exactly the perk of having a strong icon of coca cola, imagine if this is blue and red, who will gonna give gold? but to be objective yeah i like this, just dont make it GP

my mind bursts's picture
my mind bursts
94 pencils

Brilliant in every sense - the simplicity, beauty, intrigue and power. Reminds me of the Paul Arden Silk zcut ads of the 1980s.

RP2504's picture
RP2504
18 pencils

It's so Nokia.

skuakrat's picture
skuakrat
58 pencils

Oooh, I didnt realise til u said that.

I was thinking "Lkujhn hasf :OInblkisrt fvn ;OIuynbodf..." then *DING* Got it!!!!

skuakrat's picture
skuakrat
58 pencils

What I noticed
1) It's Coke
2) Sharing
3) Simplicity
4)..The above comment "Nokia"

I was thinking "Lkujhn hasf :OInblkisrt fvn ;OIuynbodf..." then *DING* Got it!!!!

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