Carrying the torch for Coke
An integrated campaign by Coca-Cola Canada is urging Canadians to go for green during the lead-up to the 2010 Winter Olympics in Vancouver. The soft drink giant's effort supports its sponsorship of the Olympic Torch Relay and invites consumers to compete for a chance to carry the Olympic Flame, which starts its cross-Canada journey to Vancouver in October.
An integrated campaign by Coca-Cola Canada is urging Canadians to go for green during the lead-up to the 2010 Winter Olympics in Vancouver. The soft drink giant’s effort supports its sponsorship of the Olympic Torch Relay and invites consumers to compete for a chance to carry the Olympic Flame, which starts its cross-Canada journey to Vancouver in October.
‘Our goal is to inspire Canadians to live Olympic through demonstrating that they’ve made a commitment to active living and environmental sustainability,’ says Dave Moran, director of public affairs and communications at Coca-Cola Canada.
Creative is geared toward Coke’s target demo of 13- to 24-year-olds, inviting them to nominate themselves at icoke.ca to carry the torch. Coke will randomly select 6,760 nominees, who must then submit a written story about how they ‘live Olympic’ on the ‘Coke side of life.’
A TV spot by MacLaren McCann, airing nationally and in cinemas, shows young Canadians getting out and being active while remaining conscious of their impact on the environment. The campaign also includes digital ads in English and French targeting social networking sites, asset communication via truck backs and wraps, an online integration at icoke.ca handled by Toronto’s Henderson Bas and in-store POS ads and packaging communication developed by Toronto-based Bstreet.
Coca-Cola has placed strong emphasis on media presence with this push and expects it to reach over 90% of Canadians from January to April. The campaign, which launched in January, will run throughout the year.
The creds:
advertiser: Coca-Cola Canada
executive creative director: Sean Davison
creative directors: Wade Hesson, Robert Kingston
writer: Lauren McCrindle
art director: Erin Wendel
group account director: Kathleen Moss
account director: Rebecca Stutley
sr. account executive: Emily MacLaurin-King
manager, broadcast production/agency producer: Sarah Michener
prodco: Code Films
producer: Gillian Marr
executive producer: Thomas Rickert
director: Fredrik Callingard
DOP: Jo Eken Torp
edit house: Panic & Bob
editor: David Baxter
music house: Vapor Music
post effects: AXYZ, Dave Giles
