Coca Cola Rio Olympics Gold Moments
Coca-Cola China is running “Gold Moments”, an advertising campaign promoting the company’s global sponsorship of the Rio Olympics. The campaign features two films that will run on both on TV and on digital platforms. The first, POV, reveals a vulnerable side to China’s Olympics heroes while also honoring their greatness. The second, Anthem, features ordinary people from different ages and backgrounds experiencing gold moments with their supporters. The China Olympic Campaign of Coca-Cola will consist of three phases where Gold Moments will also be amplified on digital, including one of their largest ever social campaigns partnering SNS Qzone with more than 640 million users.
“Our challenge was to redefine ‘That’s Gold’ in a way that would resonate with Chinese consumers,” said Richard Cotton, Head of Creative Excellence, Coca-Cola China. “We focused on humanizing the athletes by bringing the Olympic story to life through values that that we can all relate with.”
In the research, Coca-Cola and McCann Worldgroup found that most Chinese consumers said that the moments they remembered most in their lives were always connected to loved ones and their devoted supporters. Those relationships are what make a “Gold Moment.”
Cotton continued: “Most of us can never achieve greatness on our own, least of all our Olympic athletes. In China we grow up surrounded by people who support us and motivate us. In fact with this campaign we wanted to remind people that the Olympics was not all about winning but also about human connections.”
Said Cia Hatzi, McCann Worldgroup Regional Business Director for Coca-Cola, “Gold is the moment we connect with the people who matter. The proud tears in our mother’s eyes, the hugs of our tireless fans, the people we win for, the moments we win for . . .these are the moments that are truly gold.”
Featured Chinese Olympic athletes and personalities
Sun Yang won the 400 m and 1500 m freestyle at the 2012 London Olympics, becoming the first Chinese male athlete ever to win an Olympic gold medal in swimming. Zhu Ting is the 2015 World Cup’s most valuable female Volley Ball Player. Lang Ping is known as the Iron Hammer to all Chinese and the most famous Chinese Volleyball coach. The 4 x 100m track & field team won gold in the recent International Diamond League race and a Silver medal in the World Track and Field Championships in 2015.
Featured in the second spot is Lang Lang, one of China’s most famous pianists and world renowned as one of the greatest classical musicians. He is featured with his 87-year-old piano teacher Yafen Zhu who he cherishes and has always been there for him since he was 3.
Coca Cola Rio Gold Moments Credits
The Gold Moments campaign was developed at McCann Worldgroup China, by creative directors Akshay Kapnadak, Tomaz Mok, Jeremy Guo, Hesky Lu, creative planners Jitender Dabas, Jay Caplan, agency producer Alison Lin, account team Star Zhou, Sophia Guo working with Coca-Cola Asia Pacific account heads Prasoon Joshi and Cia Hatzi.
Music was composed and performed by Lang Lang, orchestrated by Yilin Zhang.