Teens invited into the creative process behind the Coca-Cola Move
to the Beat™ campaign
In the summer of 2011, 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 today Coca-Cola is
unveiling 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.
Coca-Cola Launches Global Advertising for the Coca-Cola Move To The Beat(TM) London 2012 Olympic Games Campaign Starring Featuring GRAMMY Award-Winning Producer Mark Ronson (Photo: Business Wire)
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.
"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, Vice President 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."
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 an awe-inspiring 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 unique rhythmic beat.