Coca-Cola is running “Future Flame”, an integrated advertising campaign celebrating the young people who help make Britain burn brighter by bringing happiness to their local areas through passions such as sport, music and dance, community and the environment. “Future Flame”, a television commercial, features 19 year old British actor Thomas Turgoose running with a flaming torch through rural and urban Britain, inspiring young people he passes to “Nominate a friend and give them the chance to run with the Olympic Torch”. The ads also feature a number of inspiring young people who embody the types of people the Future Flames campaign aims to celebrate.
Click on the image below to play the Future Flame video in YouTube (HD)
Future Flames will encourage everyone in the UK to nominate young people doing positive things in their communities, who will be selected by a judging panel which will include music artists, media personalities, community ambassadors and London 2012 hopefuls, to carry the Olympic Flame in the London 2012 Olympic Torch Relay next summer. The wider Future Flames campaign consists of TV, cinema, radio and outdoor advertising, on-pack communication, PR, regional experiential events and digital amplification. A high-visibility outdoor campaign with 96 sheet outdoor ads is appearing nationwide from 18th July until 25th September.
Click on the image below to play Daisy’s video in YouTube (HD)
Click on the image below to play Ben’s video in YouTube (HD)
Click on the image below to play the Rachel’s video in YouTube (HD)
Click on the image below to play the Wanted video in YouTube (HD)
Coca-Cola will also be ensuring that Future Flames takes over the airwaves this summer. In a unique media partnership with Bauer and Global Radio, advertorials and interviews with athletes and celebrities supporting the campaign will run on youth focused stations nationwide including the Capital FM national network, Kiss, Kerrang Radio, Heat Radio and Smash Hits Radio.
Over the course of the summer, the campaign will hit the road, heading around the UK to encourage people to nominate Future Flames with an exciting experiential activation. The Future Flames Torch Tour will be present at large events such as the Isle of Wight Festival, T4 On the Beach and V Festival, as well in town centres, leisure destinations and universities across the UK.
Specially branded Future Flame Coca Cola packs carry Future Flames artwork with a call to action to nominate young people who deserve to carry the Olympic Flame at the London 2012 Olympic Torch Relay. Digital activation of the campaign includes a nominations hub on Coke Zone and Facebook which will feature exclusive content from inspirational young people, London 2012 hopefuls and celebrities that are supporting the campaign. Earned and bought media on Twitter, Facebook and YouTube will also drive engagement on the nominations hub and amplify the campaign socially.
The Future Flame campaign was developed at Mother London.
Music is “Can You Feel it?” by Yorkshire band One Night Only.
Media buying for the ad was carried out by Vizeum.