Coca-Cola's new campaign, launched in July, captures the essence of unity and celebration at the Olympic and Paralympic Games with the theme "It's magic when the world comes together." As the world prepares for Paris 2024, the campaign highlights the unifying power of sport to bridge differences and promote cross-cultural connections.
Themed aluminium cans
Launched shortly after Coca-Cola was honoured as Creative Brand of the Year at the Cannes Lions International Festival of Creativity, the campaign features a unique design on aluminium cans. These cans showcase half of a hug, and when two cans are placed side by side, they complete the embrace, a design that truly stands out.
"Our differences are what make us unique, but when we come together, that's when the 'Real Magic' happens. Sports rivals embrace differences as a mindset. Olympic athletes train hard for four years with the goal of winning the gold. So, when you see them hugging, it's a truly powerful symbol of human connection," said Islam ElDessouky, Global Head of Creative Strategy and Content for Coca‑Cola Trademark.
In collaboration with renowned French artists Laura Normand, Aurelia Durand, and Bruno Mangyoku, Coca-Cola has created three exclusive designs that are available only in France. These designs, along with eye-catching out-of-home ads at metro stations and other key locations, will bring the campaign's visuals to vibrant life throughout Paris and beyond.
Central to the campaign is the universal gesture of a hug, symbolizing acceptance and inclusion. The brand film is a moving tribute inspired by memorable moments of solidarity between athletes at previous Games and is set to reach audiences across multiple channels.
Dynamic digital content will showcase Paris 2024 to a global audience, featuring real-time hugs captured in Paris and shared across the brand's social media platforms. As a Worldwide Partner of the Olympic and Paralympic Games and the Presenting Partner of the Paris 2024 Olympic Torch Relay, The Coca-Cola Company will refresh athletes, officials, and fans with its wide range of beverages.
“Everybody chipped in and held hands to co-create this work, with inspiration from the campaign theme. Getting to this point took a lot of input and TLC, which shows that our networked way of working is pretty much in our collective subconscious now. It’s second nature now for us to collaborate across geographies, teams and agency partners,” added ElDessouky.
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