In an extension of their Brand platform; ‘It’s magic when the world comes together’, it was only natural that Coca-Cola wanted to show up at one of culture's most magical events, The Olympic Games.
The campaign for Paris 2024 celebrated the power of sport to unite across cultures, using the hug as a visual signifier of coming together. Of course, the work started long before we joined, but the global social content was still a bit of a question mark.
We pitched a middle ground between the big idea, social context, and relevant language. ‘TFW’ acted as a throughline to connect the dots.
Plus, influencer content to be ideated, real-time social content to be planned and advertising for the Coca-Cola sponsored food market to be made. Throw in some last-minute additions to the OOH, and boom, you’ve got yourself a (probably) award-winning campaign.
Social Creative ⎯ Copy ⎯ Art Direction ⎯ OOH ⎯ Real-time Content
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