In the summer of 2011, Coca-Cola lifted the lid on the creative process for the first time ever, inviting teens to attend a free festival-style gig featuring Grammy award-winning producer Mark Ronson and Mercury Music Prize Nominee Katy B.
The gig was filmed and Coca-Cola is unveiling the first cut of the footage from that event, as the brand launches the global advertising for the Coca-Cola Move to the Beat London 2012 Olympic Games campaign.
Allowing teens present at the gig to capture and share photos and videos broke the tradition of keeping ads closely under wraps. Versions of the teens’ experiences from that day are already online, creating conversations around the Move to the Beat programme.
Jonathan Mildenhall, vice president of global advertising strategy and content excellence at The Coca-Cola Company, said: “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.
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.”
Created by Mother London, the first edits to be released are the Coca-Cola global commercials for the Olympic Games. Four films have been created including 30 and 60 second formats, as well as two long form films running two and four minutes.
At the centre of the ads is a performance of a brand new track – Anywhere in the World written by Mark Ronson and Katy B. Ronson used innovative recording techniques as he travelled the world to capture the sounds of the Coca-Cola Move to the Beat athletes – five Olympic hopefuls chosen for their sporting prowess and inspirational stories.
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Source: The Coca-Cola Company
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