Coca-Cola has officially launched its Move to the Beat London 2012 Olympic Games campaign featuring Grammy award-winning producer Mark Ronson and Mercury Music Prize Nominee Katy B.
In fall 2011 Coca-Cola arranged a free festival-style gig for teens to enjoy music and take a chance to be filmed.
On February 15, the company unveiled the first video from the gig marking the global launch of the Olympic campaign. Mother London has created four films in 30 and 60 second formats, as well as two longer form films running two and four minutes. The ads are focused on the new Coca-Cola’s anthem called ‘Anywhere in the World’ by Mark Ronson and Katy B.
“We approached our London 2012 campaign in a bold new way in order to create stories that teens would love and that they would want to share,” said Jonathan Mildenhall, Vice President of Global Advertising Strategy and Content Excellence at The Coca-Cola Company. “This wasn’t about shooting a television commercial. It was about inspiring teens to move and capturing the story from multiple angles and viewpoints in order to create pieces of film that could be spread across multiple media platforms.”
To collect unique sounds of the five Coca-Cola’s athletes Ronson traveled the world and used innovative recording techniques. Four athletes participated in the gig moving to the sound of the beat in their specific ways and showcasing their sport skills. The anthem featured in the television commercial will be released in May as a single accompanied by a music video.
The Move to the Beat ads will start to air in many countries around the world from early 2012. Based on the brand’s ‘Open Happiness’ initiative, the campaign also includes in-store displays, out of home advertising, experiential programs, mobile and digital initiatives.