Coca-Cola has unveiled its new global campaign, “It’s Magic When the World Comes Together,” to celebrate the ‘Real Magic’ of human connection and the power of inclusivity at the Olympics and Paralympic Games Paris 2024.
Developed by WPP Open X, led by Ogilvy and supported by EssenceMediaCom, VML, and Hogarth, the campaign emphasizes Coca-Cola’s belief in the unifying power of sport and celebrates diversity.
The campaign centers around Coca-Cola’s iconic hug motif, highlighting how sport can bring people together. It draws inspiration from past Olympic moments, such as the collective embrace of swimmers during the 4 x 100m relay at the Tokyo 2020 Games and John Wing’s 1956 letter to the International Olympic Committee, advocating for athletes to come together at the Closing Ceremony.
A new brand film is at the heart of the campaign, featuring swimming champion Tatjana Schoenmaker hugging athletes Lilly King, Kaylene Corbett, and Annie Lazor, reminiscent of their embrace at Tokyo 2020 after Schoenmaker’s world-record 200m breaststroke. This ‘Real Magic’ moment sparks a chain reaction of hugs, spreading from the Paris 2024 arena to the streets of Paris and beyond. Watch below:
REELated:
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.”
To support the campaign, Coca-Cola is launching dynamic digital content, including real-time hugs from Paris shared across social media. The brand also introduces a new can design featuring an illustration of one side of a hug, which creates an embrace when two cans are placed together. Buyers of these cans can win prizes, merchandise, and coupons.
Exclusively in France, Coca-Cola has collaborated with French artists Laura Normand, Aurelia Durand, and Bruno Mangyoku to create unique can designs. These designs and their stories will be promoted across out-of-home, social media, and point of sale.
Islam ElDessouky, Coca-Cola’s global vice president of creative strategy and content, comments on the campaign, emphasizing the unique stories everyone brings and the magic that happens when people come together. The campaign aims to make the Coca-Cola hug the symbol of Paris 2024, enhancing content in engaging ways for fans worldwide.
As a Worldwide Partner of the Olympic and Paralympic Games and Presenting Partner of the Paris 2024 Olympic Torch Relay, Coca-Cola will refresh athletes, officials, and spectators with its diverse product range.
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