The Olympic Games is probably the only sporting competition where athletes compete but also celebrate each other. To a point where they actually cheer, hug and revere their opponent. From this insight came the message for Coke in the 2024 Paris Olympic Games: It's magic when the world comes together.
It was brought it to life with an integrated campaign ranging from digital installations, film, OOH, stadium Hug Cams, merchandise, an international food festival and Coke's pack design itself (see the its own individual entry).
