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's achievements. 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 film, OOH, stadium Hug Cam, digital installations, merchandise, an international food festival and Coke's pack design itself (for that, please see the next entry).
