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Jack Rouse Associates creates Coca-Cola’s Pavilion at the 2010 Shanghai World Expo


Jack Rouse Associates recently worked with Coca-Cola to bring their popular “Happiness Factory” advertisement to life within their pavilion at the 2010 Shanghai World Expo.

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The story of the Happiness Factory – the magical, mystical world inside every Coke machine – has become the highest rated global advertisement in the company’s history.

The Pavilion opened May 1 with a prestigious ribbon cutting ceremony attended by China’s Vice Premier, Li Keqiang, and is expected to draw over one million guests during the Expo’s seven-month run. 

As guests step into the Pavilion’s queue, they are instantly immersed within a whimsical factory setting. Moving through the queue, they are introduced to the various Happiness Factory “employees” and are encouraged to apply for jobs themselves. Guests also learn important facts about how The Coca-Cola Company not only refreshes the world, but also helps to protect and nurture it through various sustainability and community initiatives. After passing through the “coin slot, ” guests are introduced to the Factory’s animated hostess, Wendy, who welcomes them into the theater to meet more fantastical landscapes and creatures via a humorous animated film.

After the movie, it’s time to enjoy the world’s favorite beverage, learn about Coca-Cola’s legacy of innovation and have a photo taken in front of the multiple Happiness Factory-themed environments before exiting into the retail area.

JRA, along with fabrication partner Kingsmen Shanghai Co., Ltd., provided complete design, project management and executive production for over 32, 000 square feet of thematic displays, graphics and media located both inside the pavilion and in the outdoor queue and retail areas.

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