Ogilvy & Mather Brazil focuses on fan achievement as well as athletes
As the clock ticks down to the Opening Ceremony of the Rio 2016 Olympic Games, Coca-Cola has its eyes set on celebrating gold. But not just the gold found on top of the world’s most elite podium. In the 88th year of the partnership between the two, Coca-Cola will, thanks to a global campaign created by Ogilvy & Mather Brazil, celebrate with fans across the world the gold feeling that comes from accomplishing something great, however simple, in an everyday moment.
“While the gold medal is an icon of sporting success, Coca-Cola believes that gold moments can happen far beyond the podium. They can happen every day, and all around the world,” said Rodolfo Echeverria, Vice President of Global Creative, The Coca-Cola Company. “For Coca-Cola, gold moments are made of special feelings – joyful, refreshing, sharable – all of those moments that make you feel gold, just like the feeling of drinking an ice-cold Coca-Cola. We look forward to bringing
#ThatsGold to life in Rio de Janeiro and around the world.”
#ThatsGold, which is rolling out around the world this July, will come to life through the following activations:
- Global Television and Print Campaign: Coca-Cola will bring #ThatsGold to life through a global television commercial and out-of-home campaign, featuring famous gold moments from previous Olympic Games and the faces of some of the most famous athletes from around the world. Among them, USA swimming champion Nathan Adrian, Australian hurdler, Michelle Jenneke and rising GB athlete, Jodie Williams. In line with the recent “Taste the Feeling” global creative campaign, the images featured in the global creative depict authentic, real gold moments on and off the podium with a Coca-Cola, Coca-Cola Light/Diet, Coca-Cola Zero or a Coca-Cola Life. The TVC centres on the gold moments that happen both on and off the podium during the Olympic Games.
- Torch Relay: In the lead up to the Games, Coca-Cola has been the presenting partner of the Olympic flame on its incredible 95-day journey through Brazil as part of the Rio 2016 Olympic Torch Relay. By the time the torch arrives in Rio de Janeiro, the flame will have been carried by over 12,000 people, having visited 320 cities, covering 20,000km on land, and over 16,000km by air. Nearly 2,000 Coca-Cola torchbearers are helping the flame reach the most remote and diverse corners of Brazil, chosen based upon the inspiring work they have done in their communities, for embracing positivity and for the gold spirit with which they bring people together.
- The Coca-Cola Olympic Station: For the first time in its Olympic Games history, Coca-Cola will create an official ´must see´ hang out for teens in Rio where they can experience and engage with the Olympic Games on their terms. Located in the new heart of the city and Official Rio Live Site, Praca Maua, this hang out will give fans the chance to experience
#ThatsGold in a number of ways, from innovative tech activities to headline events with their idols. The space will mix athletes, music artists and influencers, allowing them to create and share their gold moments across social networks, all while tasting the feeling of a Coca-Cola.
- #IssoÉOuro/#ThatsGold Experience: Within the Olympic Park, The Coca-Cola experience, a visually stunning activation, will include ice-cold Coca-Cola in commemorative gold aluminum bottles, a celebration of the Olympic Torch Relay (including a photo with the torch), highlights of the long standing partnership between Coca-Cola and the Olympic Games, and a pin trading and retail experience.
- Global Influencers: To spread #ThatsGold across the world, Coca-Cola has enlisted a selection of global influencers, including: Australian superstars Cody and Alli Simpson, Canadian actress and fashion blogger Allie Evans, and British YouTuber Jake Boys. The influencers are creating a series of content that defines what #ThatsGold means to them and encourages their social media followers to celebrate their own gold moments.
- Coletivo: The Rio 2016 Olympic Games will see the Coletivo Coca-Cola project extended further through Coletivo Events; a training program for young people from Rio de Janeiro’s favelas that aims to empower people from these communities through work. During the Olympic Games, Coca-Cola will employ young people from the initiative and train them to work within hospitality, venue operations and experiential roles, giving them valuable work experience and a once in a lifetime chance to be part of the Rio 2016 Olympic Games in their home city. Now #ThatsGold.
Chief Creative Officer:Anselmo Ramos
Creative Director:Rafael Donato
Creative Agency:Ogilvy & Mather Brazil
Production Company:Anonymous Content
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