Wuhan during COVID lockdown was a bubble of confusion and fear, amplified by a media frenzy fetishizing the plight of the people trapped in the city. With media coverage focusing exclusively on the drama unfolding on the ground, the concern that people across the rest of the nation felt for Wuhan wasn’t reaching the people who needed to hear it the most – the Wuhaners.
The Love Cans tapped into Coca-Cola’s iconicity and brand purpose of spreading positivity, marrying iconic elements of China’s landmarks to form the heart, creating a symbol of love and unity that showed Wuhan the nation stands with them and behind them.
