The magic of the Olympic Games transcends athletic prowess and national pride. It’s a powerful display of human connection, a global stage where differences melt away, and athletes and fans come together to celebrate the spirit of competition and sportsmanship. This essence of unity is beautifully captured in Coca-Cola‘s heartwarming campaign for Paris 2024, titled “It’s Magic When the World Comes Together.“
The centerpiece of the campaign is a simple yet powerful gesture: the hug. A brand film takes viewers on a journey, starting with a touching moment from the Tokyo 2020 Games. Swimmers from different nations embrace Tatjana Schoenmaker after her record-breaking performance, showcasing camaraderie that transcends competition. This scene seamlessly transitions to a packed arena in Paris 2024, where the same spirit of sportsmanship ignites a chain reaction. Witnessing the heartwarming embrace, a spectator inspired by the moment reaches out to hug a vendor by her side. This simple act sparks a ripple effect, spreading throughout the stadium, the streets of Paris, and ultimately, symbolizing a global connection.
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“Our differences are what make us unique, but when we come together, that’s when the ‘Real Magic’ happens,” says Islam ElDessouky, Global Head of Creative Strategy and Content for Coca-Cola Trademark. He emphasizes the significance of sportsmanship, highlighting that athletes who train fiercely for years can find unity and respect for their opponents. This sentiment is echoed by the athletes themselves. Schoenmaker believes the Olympic Games have the power to unite because “we can all find something inspirational or something we can relate to in each athlete’s story.” Lilly King adds that the Games remind the world that “no matter where we come from, we are all human. It is a true ‘love thy neighbor’ experience for everyone across the world.“
The brand’s creativity shines through a unique can design featuring an illustration of one side of a hug. When placed together, two cans complete the image of an embrace. This innovative design is further enhanced by a collaboration with French artists – Laura Normand, Aurelia Durand, and Bruno Mangyoku – who created limited-edition designs available exclusively in France. Additionally, out-of-home advertisements featuring the campaign’s visuals will bring the message of unity to life across Paris and beyond.
Coca-Cola’s commitment to fostering connection extends to the digital realm. Through their social media channels, the brand will capture real-time hugs happening in Paris, further emphasizing the global reach of this heartwarming message.
This 18-month project reflects a true “labor of love” according to ElDessouky. He highlights the collaborative spirit that went into creating the campaign, mirroring the theme of unity it portrays. “Getting to this point took a lot of input and TLC, which shows that our networked way of working is pretty much in our collective subconscious now,” he says. This collaborative spirit perfectly aligns with Coca-Cola’s role as a Worldwide Partner of the Olympic and Paralympic Games and Presenting Partner of the Paris 2024 Olympic Torch Relay. As they refresh athletes, officials, and fans with their diverse beverage portfolio, Coca-Cola reminds us that the true magic of the Games lies in the spirit of togetherness.