With Paris ’24 about to kick off, the fizzy drink brand wants to give everyone a warm, fuzzy feeling with its new ad and packaging designs, courtesy of WPP Open X and Ogilvy.
Let’s face it: Many of us aren’t interested in watching sports like swimming, gymnastics, or dressage on TV – well, most of the time anyway. But every four years (pandemics permitting), the Olympics roll around, and that all goes out the window.
For our money, the reason is not the activities themselves but more about the warm, fuzzy feelings we experience when the world comes together for something that runs counter to the normal war and conflict. And that’s an inspiration that Coca-Cola leans heavily into in its new ad themed around Paris 2024.
The campaign, created by WPP Open X and led by Ogilvy, runs with the slogan ‘It’s magic when the world comes together’, as part of the brand’s 96-year long relationship with the Olympic Movement. And the central ad cuts right to the chase, showcasing rival swimmers hugging each other in Paris.
Touching moment
Coca-Cola’s campaign film shares the powerful moment swimmer Tatjana Schoenmaker catches sight of athletes 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, with people around the stadium, the streets of Paris, and the world coming together to embrace. The ad ends with two astronauts hugging as they float around in space.
It’s all 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.
These ‘Real Magic’ moments will be elevated across OOH, dynamic digital content on social media, and experiences and illustrated across distinctive new Coca-Cola cans.
The commercial will be supported by dynamic digital content from Coca-Cola, bringing Paris 2024 to the world, capturing real-time hugs from Paris and broadcasting these moments of unity around the world across social channels.
Yes, We Can
Coca-Cola has launched a distinctive new can design with an illustration of one side of a hug so that when two cans are placed next to each other, they create an embrace. People purchasing a pair have the opportunity to win a range of prizes, unique merchandise and coupons.
Available exclusively in France, Coca-Cola has collaborated with French artists Laura Normand, Aurelia Durand and Bruno Mangyoku to create three unique can designs. The stories behind the designs will also be amplified across OOH, social media and point of sale nationwide.
“Each of us has our own story,” says Islam ElDessouky of The Coca-Cola Company. “Our differences are what make us unique, but when we come together, that’s when the ‘Real Magic’ happens. We wanted to embody that spirit across all touchpoints of our experience and make the Coca-Cola hug the symbol for Paris 2024, elevating our content in dynamic and engaging ways that resonate with fans visiting the city and beyond.”
The global campaign was developed by WPP Open X led by Ogilvy and supported by EssenceMediaCom, VML and Hogarth.
