Brand MarketingCoca-Cola Celebrates Gold Medal Moments in Campaign for Rio OlympicsOgilvy & Mather spots feature 79 global athletesBy Christine Birkner|July 13, 2016 ShareBy Christine Birkner|July 13, 2016 Share The joy of winning an Olympic gold medal is comparable to some of the emotional highs in life, and Coca-Cola is exploring that feeling in its campaign for the 2016 games. The campaign, #ThatsGold, from Ogilvy & Mather Brazil and David, builds on Coca-Cola's current "Taste the Feeling" campaign. TV and print ads will feature 79 Olympic athletes from 23 countries, including U.S. swimmer Nathan Adrian and soccer star Alex Morgan. A montage of athletes' gold medal moments is interspersed with footage of people experiencing everyday moments of excitement. "There are so many gold moments that happen off the podium. It's about day-to-day, simple pleasures that are all about joy and uplift, whatever is a special moment that you'll share with friends and family, and celebrating our relationships with the Olympians, too. We're trying to position Coca-Cola as a simple pleasure that makes moments more special," said Rodolfo Echeverria, global vp, creative and connections at Coca-Cola. The 2016 Olympics marks 88 years of Olympic partnership for Coca-Cola, which has been an Olympic sponsor since 1928. "There's something that's so powerful about the Olympics. It brings together experiences of mutual understandings, friendships, solidarity, togetherness, inclusion and equality," said Ivan Pollard, svp, strategic marketing at Coca-Cola. "This year's campaign is special because it's not about watching someone win a gold medal, it's about watching their face when they do. It's exactly the same feeling you have when you teach your children to ride a bicycle, or when your son graduates from college." Coca-Cola's Olympic efforts also include sponsorship of the 2016 Olympic Torch Relay, which will make stops in 320 cities around the world. Commemorative cans and bottles will also feature Olympic athletes from the campaign. The Coca-Cola Olympic Station, a brand activation center aimed at teens on site in Rio, will include athlete appearances and musical performances. Coca-Cola also tapped global influencers, including Australian singers Cody and Alli Simpson, Canadian actress and fashion blogger Allie Evans and British YouTuber Jake Boys, to create and share Olympics-themed content on social media. CREDITS Agency: Ogilvy & Mather Brazil Client: Coca-Cola CEO: Fernando Musa General Manager: Luis Carlos Franco Creative VP: Claudio Lima Executive Creative Director: Rafael Donato, Félix del Valle Associate Creative Director: Emilio Valverde, Natasha Maasri AD: Natasha Maasri CW: Emilio Valverde Agency Sr. Producer: Gabriela Boghosian, Marla Ulrich Agency Producer: Julia Padovan Head of Account: Ana Paula Perdigão Account Director: Gabriela Malta Account Executive: Marcela Morgado Head of Planning: Bruno Cunha Head of Digital: Tatiana Michelan Business Manager: AnnMarie Turbit Agency: David the Agency CCO: Anselmo Ramos Head of Production: Veronica Beach AD: Ricardo Casal CW: Juan Peña Production Company: Anonymous Content Director: Omri Cohen Executive Producer: Gina Zapata, SuEllen Clair Producer: Justin Diener Director of Photography: Edu Grau Production Supervisor: Andrea Panda Service Company: TwentyFour Seven Executive Producer: Ivo Van Vollenhoven Producer: Mafe Bello Production Supervisor: Laura Vidiella Liquid Shoot Production Company: MacGuffin Films Director/DOP: Kevan Bean Executive Producer: Gloria Colangelo Line Producer: Pete Dever Editorial Company: Lost Planet Editor: Max Koepke, Kim Dube Assistant Editor: Steven San Miguel Producer: Casey Cayko Executive Producer: Krystn Wagenberg Color Company: Company 3 Colorist: Tom Poole Producer: Clare Movshon VFX & Design: Black Hole, Inc Producer: Tim Vierling Flame Artist: Tim Farrel After Effects Artists: Andre Sam & Reginald Butler Music Company: Avicii Music ABContinue ReadingPages: 1 2 Adweek Adweek