COCA-COLA LONDON OLYMPICS 2012
THE AUDIENCE
How do we engage a teenage audience during the Olympic Games? Teenagers who have little or no interest in largely niche events like the Rhythmic Gymnastics, Archery or Taekwondo.
To add to the challenge, Coca-Cola were a Worldwide partner for the Games. This is an audience who were spread across hundreds of countries, speaking multiple different languages.
THE IDEA
London's most famous global export is music; a universal language.
Working with Grammy award winning music producer, Mark Ronson, we created a musical homage to the London 2012 Games, made up from the sounds of sport.
Take the sound of a Table-Tennis ball striking the bat. The fizz of an Archery arrow flying through the air. The sound of horse hooves in the Equestrian Dressage.
Suddenly, even the most mundane sports had an intrinsic appeal.
"We even included the Taekwondo sound of kicking the crap out of somebody."
Mark Ronson
SEEDING THE CAMPAIGN
Working with Coca-Cola, we initiated a 'Move To The Beat' movement.
We began by briefing some of London's most interesting and emerging musicians, from all different genres, to create sample tracks that fuse the sounds of sport.
These were released to seed the campaign.
ONLINE FILMS
Online, we released hundreds of different Move To The Beat Films.
Each was led by Mark Ronson as he explored the sounds of different Olympic sports.
coke olympics: BEAT 1, THE RHYTHM
coke olympics: BEAT 5, OBJECT IN MOTION
coke olympics: BEAT 6, BAT RAP
THE BIG EVENT
On the launch night of the 2012 Olympic Games, the campaign was propelled into the public consciousness with a live performance at the Opening Ceremony in Stratford, London, conducted by Mark Ronson.
Instead of the usual Orchestra sections like Brass, Woodwind or Percussion, we had sport sections including Table-Tennis, Gymnastics and Boxing.
Each sporting sound contributed to an overall track.
TELEVISION CAMPAIGN
We leveraged mainstream television media to make the track culturally famous.
It became a number one download on iTunes.
POSTERS
CASE STUDY
AN ONGOING PLATFORM FOR THE NEXT 100 YEARS
We proposed the idea to Coca-Cola that every Olympic Games could become a new opportunity to merge music and sport.
Over the next 100 years of Olympic Games History, we could provide and record the soundtrack.
Coca-Cola could create the beat of Rio, Russia or wherever else the Games may go in the future.
Musicians in local markets across the world could make their very own tracks. We could even break the next big talent in a market like Rio, where local talent need a platform.
Below are a selection of illustrations used in that pitch presentation that looks to the future.
