Coca-Cola built up awareness of sponsorship of the brand’s 2012 Olympics with “Move To The Beat”, a campaign featuring a music track by producer Mark Ronson and artist Katy B, along with footage and sounds of five athletes from around the world. “Move to the Beat of London 2012″ was shot at a live event in London, in September 2011, with Mark Ronson Katy B performing live on stage with Singaporean archer Dayyan Mohamed Jaffar, USA hurdler David Oliver, Russian sprint athlete Kseniya Vdovina, UK table tennis superstar Darius Knight and Mexican Tae Kwon Do practitioner Maria Espinoza.
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The Move To The Beat Facebook app includes “Track The Beat”, an app allowing people across the globe to connect and interact with the campaign anytime, anywhere. Users can collect the different beats of Coca‑Cola’s song for London 2012 and share with friends, as well as access exclusive, behind-the-scenes clips of Mark Ronson’s travels.
Move to the Beat™ inspired the Coca‑Cola Olympic Games Pavilion for London 2012, a building in the Olympic Park known as the ‘Coca‑Cola Beatbox’, designed by Pernilla & Asif LLP. By embedding the sports sounds from Coca‑Cola’s song for London 2012 within the building itself, visitors will be able to play the Pavilion like a musical instrument and create their own beat for London 2012. The exterior is comprised of 200 rectilinear air cushions to form a crystalline shell, with each interlocked element measuring the size of a billboard. as individuals ascend through the structure, they can ‘play’ each unit to remix a track of music created by mark ronson and katy b while altering the integrated lighting, and responsive sensor technology. Recorded sound bytes of an athlete’s heartbeats, squeaking sneakers and arrows striking targets will be activated with hand movements and gestures during a 200 meter journey to the roof top where views of the encompassing park are unveiled.
The Move to the Beat campaign was developed at Mother London by executive creative director Stephen Butler, creative directors Mark Waites, copywriters Ana Balarin and Paddy Fraser, art directors Hermeti Balarin and Jasmine Loignon, agency producers Lesley Williams and Harriette Larder, account managers Jennifer Murphy and Sarah Byrne, planner Jacob Wright and executive producer Al Macuish.