| Filosofía | Coca‑Cola believes “it’s magic when the world comes together” at the Olympic and Paralympic Games. In July, the brand unveiled an emotive, unifying campaign showcasing the power of sport to embrace our differences and foster cross-cultural connection as athletes and fans gear up for Paris 2024. The most pure, universal gesture of acceptance and inclusion — a hug — serves as the creative centerpiece of the multi-channel campaign. A powerful brand film draws inspiration from iconic moments of coming together between competitors at past Olympic and Paralympic Games. The story starts 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. As the foursome embrace in a packed Paris 2024 arena, a lady in the crowd sipping a Coca‑Cola is inspired by the touching moment and feels compelled to do the same. She embraces a vendor in the stands, sparking a ripple effect around the stadium, the streets of Paris and the world. It's Magic When the World Comes Together The campaign, which launched just days after Coca‑Cola was named Creative Brand of the Year at the Cannes Lions International Festival of Creativity, also includes a distinctive can design featuring an illustration of one side of a hug. When two cans are placed next to each other, they form an embrace. Coca‑Cola also collaborated with French artists — Laura Normand, Aurelia Durand and Bruno Mangyoku — to create three unique designs, which will be available exclusively in France. Out-of-home creative at metro stations and other prominent locations will bring the campaign’s visuals to life across the host city and country. Dynamic digital content will help bring Paris 2024 to the world, with real-time hugs captured in Paris and shared through the brand’s social media channels. As a Worldwide Partner of the Olympic and Paralympic Games and Presenting Partner of the Paris 2024 Olympic Torch Relay, The Coca‑Cola Company will refresh athletes, officials and fans with its diverse portfolio of beverages. |