Coca-Cola Celebrates Gold Medal Moments in Campaign for Rio Olympics

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 AB

Continue Reading