20-Year-Old Student Designs Coke Cola Ad Campaign In China

Jonathan Mak Long, who created a much-praised Steve Jobs Apple logo tribute last year, designed an arresting minimalistic poster for Coke.

The design is currently only used in China, having only been put out yesterday, but the image could be used in other markets, and it has certainly impressed the client.

“It’s got unusual, intriguing stopping power,” Stephen Drummond, director-content and creative excellence for Coca-Cola in Asia Pacific, told Ad Age. “Everyone’s responded with a sense of, ‘Wow, that’s a different, intriguing spin on something so iconic and so familiar.’ Just for that reason it engages people. Of course the message of connection and friendship with the brand at the center comes through very clearly.”

Discussing the Coke ad, Mak says, “I think the way I approached the poster is quite similar to the Steve Jobs Apple logo.”

According to Mak’s tumblr

“I enjoy making visual puns. … I don’t want to say it’s my style, but I do enjoy combining elements together to create a joke almost,” he said. “It captures people’s attention. These kinds of images are quite appropriate to advertising. It takes a second to get, and then there’s an ‘aha’ moment.” – Jonathan Mak Long

Mak remains humble and recognises the impact that his previous creation has had on his fledglingly career. “It has been half a year since my image went viral,” he writes on his blog, “and it never ceases to amaze me how much the incident has affected me.”

Future Plan’s For Mak

Currently a second year undergraduate student, Mak is said to be undecided on his future and any possible move the advertising industry, though Ogilvy paid him for his work and are keen to link up with him again.

The Coke ad has proved popular on Twitter, albeit not to the extent of the Jobs-Apple logo, where it is being promoted using the #cokehands hashtag.

Maximillian Garland | Bright Futura Columnist

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