Celebrating the Olympic season, Coca‑Cola Great Britain has launched a new outdoor campaign, titled “Celebrate Britain’s Beat”. Besides music stars, the campaign is featuring Coke’s “Future Flames” – a group of young people previously selected for their diverse skills in sport, music and dance to carry the Olympic torch. The outdoor ads created by UK’s largest advertising agency Mother London are presenting this young team in the white tracksuits next to the stars as Dizzee Rascal, Eliza Doolittle and boy band The Wanted.
The campaign has the simple aim to promote the Olympic spirit and show the brand’s involvement in such a big event, but also bring music and sport together. The creation of the Future Flames plays an important role in the whole campaign concept. Coca-Cola has given the chance of a lifetime to these young people and made them the stars of London 2012 Olympic Torch Relay that starts on May 19.
“This new outdoor activity forms part of Coca‑Cola’s Move to the Beat campaign, which aims to bring teens closer to the London 2012 Olympic and Paralympic Games by harnessing their passion for music. In uniting the Coca‑Cola Future Flames with the stars of the London 2012 Olympic Torch Relay City Celebrations, these new creatives aim to engage and excite consumers ahead of the exciting summer of sport ahead by showcasing the best contemporary musical talent standing side by side with stars of the future,” said James Eadie, Olympic Portfolio Director, Coca‑Cola.
Images: Brand Republic
As a part of Coca-Cola’s Olympic involvement the brand will present “Special City Celebrations” with Dizzee, Eliza and The Wanted performances. I think that the whole concept of the brand’s imagined lifestyle is inspiring with the idea to “bring music and celebration to every corner of the UK with 66 nights of celebrations during the Olympic Torch Relay”.