Coca-Cola lifted the lid on the creative process for the first time ever, inviting teens to attend a free festival-style gig featuring GRAMMY award-winning producer Mark Ronson and Mercury Music Prize Nominee Katy B.
The gig was filmed and on Wednesday Coca-Cola unveiled the first cut of the footage from that event, as the brand launches the global advertising for the Coca-Cola Move to the Beat London 2012 Olympic Games campaign.
Allowing teens present at the gig to capture and share photos and videos broke the tradition of keeping ads closely under wraps. Versions of the teens’ experiences from that day are already online, building excitement, and creating conversations around the Move to the Beat program, says the company.[ Also Read: Gap’s Digital Campaign Taking Off with Blogs ]
“We approached our London 2012 campaign in a bold new way in order to create stories that teens would love and that they would want to share,” said Jonathan Mildenhall, VP of Global Advertising Strategy and Content Excellence at The Coca-Cola Company.
“This wasn’t about shooting a television commercial. It was about inspiring teens to move and capturing the story from multiple angles and viewpoints in order to create pieces of film that could be spread across multiple media platforms.”
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Created by Mother London, the first edits to be released are the Coca-Cola global commercials for the Olympic Games. Four films have been created including 30 and 60 second formats, as well as two long form films running two and four minutes.
At the center of the ads is a performance of a brand new track -“Anywhere in the World”- written by Mark Ronson and Katy B. Created as the anthem for the Coca-Cola Olympic Games campaign, the song breaks new ground in music creation, fusing the sounds of music, sport and Coca-Cola to create a rhythmic beat.
Ronson used innovative recording techniques as he travelled the world to capture the sounds of the Coca-Cola Move to the Beat athletes– five Olympic hopefuls chosen for their sporting prowess and inspirational stories.[ Also Read: Swimsuit Supermodel Curves in Lexus Campaign ]
Four athletes performed live at the event; Kseniya Vdovina (Russia) ran on a treadmill, Darius Knight (GB) played table tennis, Dayyan Jaffar (Singapore) recreated archery and David Oliver (USA) cleared hurdles on a raised track. Maria Espinoza (Mexico) appeared at the event via video screens and her distinctive Taekwondo shouts are featured in the anthem.
Additional footage from the event will be used to create a music video for the anthem, which will also be released as a single. The gig also appears in a series of webisodes and a feature length documentary that follows Ronson on his journey around the world.
The anthem featured in the television commercial will be released in May.