Coca-Cola China has unveiled its Olympics-themed advertising campaign that will lead up into the Olympic Games in Rio de Janeiro this summer. The campaign leverages global “That’s Gold” marketing platform of Coca-Cola by celebrating the human elements that allow for everyone to have a “Gold Moment.”
At the 2012 Olympics, Chinese swimmer Sun Yang had a bad start to the 1,500 meter freestyle race, plunging into the water before the signal. But officials cleared him to try again; he looked into the stands and saw his mother place her finger to her lips, a signal for him to calm down and focus. He won gold and set a world record.
Coca-Cola and McCann Worldgroup were inspired by the relationship between Sun and his parents, and stories from other athletes, in its latest video campaign.
“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 humanising the athletes by bringing the Olympic story to life through values that that we can all relate with.”
The campaign debuts with two films that will run on both on TV and on digital platforms. The first POV spot reveals a vulnerable side to China’s Olympics heroes while also honoring their greatness.
On the other hand, the story of volleyball player Zhu Ting and coach her Lang Ping, nicknamed the “Iron Hammer”, has also been featured in the spots.
Featured in the second spot is Lang Lang, one of China’s most famous pianists. 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 three.