Coca-Cola Celebrates Gold Medal Moments in Campaign for Rio Olympics
Ogilvy & Mather spots feature 79 global athletes
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
Music Publisher: Coca-Cola Music Publishing (BMI)
License: Universal Music AB
Music, Mix and Sound Design: Heard City
Mix: Dan Flosdorf
Producer: Sasha Awn, Talia Rodgers
Composers: Scott Fritz, Josh Jones and Jeremy Bircher
Performers: Avicii feat Conrad
Arrangements and extras: Big Foote BR
Arrangement and mix: Chris Jordao
Executive Producer: Xanna D'Aguiar
Client's Approval: Marcos De Quinto, Rodolfo Echeverria, Marta Fontcuberta Rueda, An Boon, Sarah Traverso, Rebecca Smith, Andra London, Paloma Azulay, Bianca Rosenberg, Erika Wolthers
