it’s magic when the world comes together with Coca-Cola
Coca-Cola spotlights iconic hug between competing swimmers in new campaign film to celebrate cross-cultural connection for Paris 2024
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Coca-Cola has launched it’s magic when the world comes together an emotive campaign from Ogilvy to celebrate the ‘Real Magic’ of human connection and its belief in the power of inclusivity and cross-cultural connection, at the Olympic and Paralympic Games Paris 2024.
Reinforcing Coca-Cola’s iconic hug motif as the theme for Paris 2024, the brand’s multi-channel campaign showcases the collective power of sport to unify people and celebrate their differences. Coca-Cola's brand campaign is inspired by iconic moments of coming together between competitors at past Olympic Games, from the 12 swimmers who hugged each other at the 4 x 100m relay at the Olympic and Paralympic Games Tokyo 2020, to Olympic Bronze Medallist, John Wing, who wrote to the International Olympic Committee to champion all athletes coming out together at the Closing Ceremony in 1956 in Melbourne.
Hugs are the centrepiece of Coca-Cola’s new brand film, which features swimming champion Tatjana Schoenmaker hugging athletes, Lilly King, Kaylene Corbett and Annie Lazor, in a nod to Tokyo 2020, when they embraced her after breaking the world record for the fastest 200m breaststroke.
These ‘Real Magic’ moments will be elevated across OOH, dynamic digital content on social media, experiences and illustrated across distinctive new Coca-Cola cans.
Credits
powered by
- Agency Ogilvy/London
- Production Company MJZ/London
- Director Nicolai Fuglsig
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Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Agency Ogilvy/London
- Production Company MJZ/London
- Director Nicolai Fuglsig
Credits
powered by
- Agency Ogilvy/London
- Production Company MJZ/London
- Director Nicolai Fuglsig
Coca-Cola’s campaign film shares the powerful moment Tatjana Schoenmaker catches sight of Lilly King, Kaylene Corbett and Annie Lazor in Paris 2024 and walks over to hug them. As the four of them embrace in front of a packed arena, a lady in the crowd sipping a Coca-Cola, is inspired by the touching moment, and feels compelled to do the same - embracing a vendor in the stands. This sparks a ripple effect of people around the stadium, the streets of Paris, and the world, coming together to embrace.
Tatjana Schoenmaker comments on the magic of the Olympic Games, “It has 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 is a story of success or of disappointment.”
Lilly King adds, “It gives the world a chance to realize that no matter where we come from, we are all human. It is a true "love thy neighbor" experience for everyone across the world.”
Commenting on the moment the swimmers embrace, Kaylene Corbett says, “I wanted to hug Tatjana because I was overcome with emotion and excitement.”
Reacting to seeing Coca-Cola's brand film, Annie Lazor adds, “I love that it really captures the Olympic spirit. It is about so much more than competition, winning and losing; it’s about the coming together of the world, forming relationships with people from vastly different makeups and backgrounds.”
The global campaign was developed by WPP Open X led by Ogilvy and supported by EssenceMediaCom, VML and Hogarth.
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