In a heartfelt celebration of inclusivity and cross-cultural connection, Coca-Cola has launched its new emotive campaign, “Its Magic When the World Comes Together,” for the upcoming Olympic and Paralympic Games in Paris 2024. Developed by Ogilvy, this multi-channel campaign reinforces Coca-Cola’s iconic hug motif, showcasing the unifying power of sport.
The campaign draws inspiration from memorable moments of unity from past Olympic Games. These include the 12 swimmers who hugged each other during the 4 x 100m relay at Tokyo 2020 and the story of Olympic Bronze Medallist John Wing, who famously advocated for all athletes to come out together at the Closing Ceremony of the 1956 Melbourne Games.
At the heart of Coca-Cola’s new brand film is a moving tribute to the spirit of togetherness. It features South African swimming champion Tatjana Schoenmaker embracing fellow athletes Lilly King, Kaylene Corbett, and Annie Lazor, in a nod to Tokyo 2020, where they supported her after she broke the world record for the fastest 200m breaststroke.
In the film, Tatjana Schoenmaker spots her friends in the crowd during Paris 2024 and walks over to hug them. This touching moment inspires a woman in the audience, sipping a Coca-Cola, to hug a vendor in the stands. This spontaneous act of connection sparks a ripple effect, with people across the stadium, the streets of Paris, and around the world coming together to embrace.
Tatjana Schoenmaker reflected on the power of the Olympic Games, saying, “It has the power to unite us because we can all find something inspirational or something we can relate to in each athlete’s story, whether it is a story of success or of disappointment.”
Lilly King added, “It gives the world a chance to realize that no matter where we come from, we are all human. It is a true ‘love thy neighbor’ experience for everyone across the world.”
Kaylene Corbett expressed her emotions, stating, “I wanted to hug Tatjana because I was overcome with emotion and excitement.”
Annie Lazor commented on the campaign film, saying, “I love that it really captures the Olympic spirit. It is about so much more than competition, winning, and losing; it’s about the coming together of the world, forming relationships with people from vastly different makeups and backgrounds.”
Coca-Cola’s “Real Magic” moments will be prominently featured across various platforms, including out-of-home (OOH) advertising, dynamic digital content on social media, and experiential activations. These will be illustrated through distinctive new Coca-Cola branding.
The global campaign was developed by WPP Open X, led by Ogilvy, and supported by EssenceMediaCom, VML, and Hogarth, ensuring a broad and impactful reach as the world gears up for Paris 2024.
The Sportz Planet Desk,
Atharva Shetye
