How do you unite the world’s biggest brand with the world’s biggest sporting event, to ignite young people’s passions around the world? This was just the challenge Coca-Cola set Cake and its partner agencies back in 2010.
Our answer was to leverage the unifying power of music in a global campaign that played out through advertising, content, music, digital, TV and more… We engaged top producer Mark Ronson who enlisted the help of singer Katy B to create Coca-Cola’s music anthem for London 2012 which cleverly weaved in the sounds of young Olympic athletes from around the world. The move to the Beat campaign featured a TV documentary as well as the traditional advertising campaign and out of it, came this summer’s anthem, Anywhere in the World.
As the Olympics draw ever closer and excitement builds, listen out for Anywhere in the World on a radio near you!