Coca-Cola believes sports is magical as it brings people together irrespective of differences and cultural barriers. The world’s No.1 cold drink brand has highlighted the same in its campaign ‘It’s Magic When The World Comes Together’. It strives to foster cross-cultural connections as athletes and fans prepare for Paris Olympics 2024.
The campaign drew inspiration from iconic moments of coming together between competitors at past Olympic and Paralympic Games. The story begins with a nod to Tokyo 2020, where swimmers Lilly King, Kaylene Corbett, and Annie Lazor embraced Tatjana Schoenmaker after her world record-breaking 200-meter breaststroke performance. The spotlight falls on a lady in the crowd sipping a Coca-Cola who is inspired by the foursome embrace. She hugs a vendor in the stands, and this causes a ripple effect around the stadium, in the streets of Paris, and the world.
Islam EIDessouky, Global Head of Creative Strategy and Content for Coca-Cola Trademark, says differences are what makes us unique. “But when we come together, that’s when the Real Magic happens. Sports rivals embrace differences as a mindset,” he explained. “Olympic athletes train hard for four years with the goal of winning the goal. So when you see them hugging, it’s a truly powerful symbol of human connection.”
ElDessouky said everybody chipped in and held hands to co-create this work. “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.”
South African swimmer Schoenmaker said the Olympic Games have the power to unite us because we can all find something inspirational or something we can relate to in each athlete’s story, whether it’s a story of success or of disappointment. Olympic gold medalist King said it gives the world a chance to realize that no matter where we come from, we all are human. “It is a true ‘love thy neighbor’ experience for everyone across the world.”
Coca-Cola also collaborated with French artists Laura Normand, Aurelia Durand and Bruno Mangyoku to create three unique designs.
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