THE BRIEF
Coke X IOC
The Coca Cola Company is the official sponsor for the Flame for the Tokyo 2020 Olympic Games. The brief was not an easy one: engage the next generation (Millenial + Gen Z audience) in the Olympic Games and make them aware of more TCCC drinks along the way, through an amazing story about unity in diversity. A digital-centric integrated campaign spanning across multiple touch points: packaging, retail, on-site activations worldwide, Placard Bearers at the Olympic Ceremony; with a set of assets to play with: the Flame, TCCC sponsored athletes, the existing hashtags from IOC and Coke - #StrongerTogether and #AllFlavoursWelcome. Quite a lot of constraints.
THE ZAG
On Their Terms
When thinking about how to crack the brief, the start was a number of research insights to give us a picture: 61% of Gen Z are fans of the Olympic Games but 30% less watched Rio 16’ versus London 19’. They find it inaccessible with 79% of U.S. Gen Z/millennials planned to cut the cord and watch the Olympics live online. They are more into the festival of it all, being on average 2x more interested in the chatter around it than the games themselves. We soon realised we had to shift from broadcasting sports to our audience in a Traditional Way, to giving them the chance to experience it in a fresh way - on their terms. Showing a completely fresh side of the Olympic Games.
ROLE
Creative Lead
CLIENT
TCCC ✕ IOC
The Manifesto
The Other Side of The Flame
Let’s make Tokyo 2020 the most unique, accessible, inclusive and open Olympics ever - telling the Olympic story for a new audience. Made for Gen Z, by Gen Z, in a way they understand, telling the stories they love, on the channels they live in. Brought to you by 5 Gen Z influencers, our bright Sparks, will ignite the flame for Olympism within the next generation and introduce them to, and remind them about, the many TCCC drinks along the way. Welcome to The Other Side of the Flame. Welcome to The Other Side of the Games.
Redefining the Flame for the Gen Z
The flame is the symbol of Olympism - unity in diversity - but for a generation of doers and changemakers, it feels like a relic. Gen Z don’t want symbols, they want action, and to be right in the middle of that action. The Other Side redefines the flame through innovative storytelling from our Sparks, and a flaming hot visual language - igniting the passion in the next generation.
The Other Side of Tokyo 2020
Our content will cover the Games like no other broadcaster or brand: focusing on everything surrounding the actual sport to capture the excitement and energy of the whole Olympics, and uncovering the cultural side of Tokyo 2020 and its athletes.
5 Content Pillars link to 5 TCCC Category
THE PURE SIDE
Dealing with love, friendship, togetherness and everything in between.
THE JUICY SIDE
Refreshing moments away from the track. All the gossip, all the fun and all the juicy
details.
THE POWER SIDE
Get inside the mind of the world’s greatest athletes. What drives them to succeed, what sparked them to become the best.
THE CALM SIDE
Taking time out of the hustle and bustle of the gold medals, relax and enjoy calming moments.
THE FUN SIDE
From the biggest parties, to the greatest celebrations inside and outside the stadium - discover the Other Side of Tokyo.
Each Pillar is Presented by Our Sparks
Each pillar will be presented by one influencer - the face of the content pillar and the product category. Our influencers will reflect a globally diverse audience, helping us to tell inherently authentic stories of diversity and inclusion.
Spark Connect to TCCC Athletes
We’ll leverage the 30 TCCC sponsored athletes as a gateway to the Olympic world - interviewed by our 5 sparks, they’ll reveal what really matters inside and outside the event. From the best dish served at the Olympic Village, to moments of calm after standing on the podium, to the parties and all the gossip in Tokyo city - all shared over a TCCC drink.
Engage with Gen Z to Co-create Content
We’ll create a dialogue between our Sparks, our Athletes and Gen Z to make the content truly inclusive, and truly ‘by Gen Z’. Our audience will access fresh and relevant content, and they can even influence and participate in this content through polls and special livestreams. Our athletes can also hear from the fans through Q&As, and messages of encouragement and congratulations.
Capturing content on Spectacles by Snapchat
Our sparks will be making the 🔥🔥🔥hottest content live from the Olympic Games: armed with Snapchat spectacles, they will capture the excitement and the buzz through their eyes.
Why Spectacles?
While the campaign does not depend on Spectacles by Snapchat, we’re seeking tech that: Provides a more intimate POV - the content shot by our Sparks with Spectacles feels like a memory - making viewers feel like they’re in Tokyo; Allows our Sparks to go handsfree and interact with their surroundings, Athletes and other guests in more authentic ways; Leverages Snapchat’s open platform and innovation for a more interactive experience, and easy & quick publishing to other social networks.
Delivered as Snackables
Served in snackable short format, our content will be channel-agnostic and seeded on the main and most relevant social platforms for our Gen Z across the world. We’ll seed content from the Spark influencers’, our athletes, and through IOC and TCCC social channels.
The Visual Identity links to the ‘All flavours welcome’ Campaign
We’ll use the look and feel of ‘All Flavors Welcome’ for consistency but also to identify and navigate between each of the 5 content pillars. All content will include animated bumpers to identify each content pillar, whilst also visually demonstrating the range of Team Coca Cola.
Criteria for Talent
The selection of the right Talent for each channel is fundamental, and based upon:
Audience Relevance
Our influencers are our paid media channels, so influencers’ selection will be based on their relevance and reach to our audience, both on a global and local level.
D&I Relevance
For diversity & inclusion to filter through all our content, we need an inherently inclusive and diverse selection of influencers.
Category Relevance
We will match each influencer to a content pillar, and so need them to have synergy with the product category and amplify the brand values.
Content Categories & Influencers
A fresh visual identity that stretches between product categories. The hottest influencers to champion each category - bringing the Olympic Games to the next generation like never seen before.
Smart Water Presents
The Pure Side
Dealing with love, friendship, togetherness and everything in-between. With content from our athletes, spectators and the wider Tokyo population, delve into what belonging actually means during this unique time.
Troye Sivan - 11.2M Followers
MINUTE MAID PRESENTS
The Juicy Side
Refreshing moments away from the track. All the gossip, all the fun and all juicy details brought to you by unique points of view. Sometimes funny, sometimes moving, but ultimately going to brighten your day.
Liza Koshy - 22M Followers
POWERADE PRESENTS
The Power Side
Get inside the mind of the world’s greatest athletes. What drives them to succeed, what sparked them to become the best. From training regimes, to diets, to discussing motivation under pressure… it’s all here brought to you daily.
Charli D’Amelio - 41.8M Followers
FUZE TEA PRESENTS
The Calm Side
Taking time out of the hustle and bustle of the gold medals, enjoy some quality calming moments. Unique insights on how our athletes deal with mental health issues, what they do after huge success or failure, and how to cope with life away from the spotlight will all be covered to help you find your spark in life.
Wang Yibo - 31M Followers
COCA COLA PRESENTS
The Fun Side
The hottest content from inside and outside the Olympic stadium. From the biggest parties, to the greatest celebrations. Fashion, music, lifestyle, all from the unique POV of our funniest sparks. Athletes, spectators and the people of Tokyo, all become the stars of the biggest show on earth…The Olympic Games.
Awkwafina - 1.5M Followers
Example Content
Grace Geyoro
started playing football at the age of eight with the boys’ team of SMOC St Jean-de-Braye, based in Orléans. We will capture touching moments, inviting Grace’s first coach to the Coke Café and reconnecting them after many years - meet the person who inspired Grace to chase her own dreams and sparked the passion which would take her to Paris and then the National team.
Opening Ceremony
We want to leverage attention spikes, aligning to the macro events at the Olympic Games: here’s your backstage pass to the Opening Ceremony. Our ‘Sparks’ could even be the placard bearers, showing the excitement and the buzz of the Opening Ceremony like never
seen before.
Debrinha
Intimate interview in the Athletes Village with Brazilian football star Debrinha, and her partner and teammate Meredith Speck. Unpacking the love life of two progressive role models, inspiring the next generation of Athletes and the LGBTQ+ community.
The Digital Hub
All of our content will also live in the digital hub - on the Tokyo 2020 website. Here, our audience discover all content pillars and Sparks, deep dive into the stories of athletes and see the TCCC product portfolio.
‘All Flavors Welcome’ & ‘Stronger Together’
The Other Side complements #AllFlavorsWelcome by pointing to the Range, and The Other Side of TCCC. It speaks to #StrongerTogether with content that builds out all sides of the Games, showing it’s more than sport. All content produced by our influencers will be shared with both #hashtags. This symbolizes the power of difference and inclusion of the Games and the partnership. Strategically, using the hashtags gains extra reach - making The Other Side discoverable via #AFW and #ST, spreading the content even further.
Experiencing Olympism & the Games in a fresh way and on their terms
Behind The Scene accessible content
Refreshing and dynamic content focused on behind the scenes discovery, and unique access to the Tokyo 2020 Games - directly streamed on their favourite social media channels.
Filmed straight from eye to eye
Content filmed from first person point of view to get them to experience it all first-hand, as if they were there themselves.
By their Global & Local Gen Z Peers
Known Gen Z influencers from the key markets will live and narrate the whole experience, with the language, subtext and references they love the most.
With D&I at their heart
The everyday stories that will be told by diverse and unique perspectives make this platform the most open and inclusive way to access the Games.
Builds direct relationships with next generation audience & reframes Olympism
Direct Fans Relationships
Influencers drive visibility and pull Gen Z into the Games in a way that’s on their own terms. Gen Z actively engage and seek out Olympic content, and so, IOC strengthens a more direct and mutual connection with fans.
Drives Traffic and Engagement
A continuous stream of fresh content that lives with a Gen Z ingrained tone and style will both attract and retain this audience, triggering engagement with the IOC ecosystem.
Gives New Relevance to Olympism
This campaign will inject new meaning to the Games by covering its human side - elevating it beyond a sports event, and turning it into an overt cultural experience and celebration of unity and diversity.
Future Proofing for Future Games
We’ve built a platform and mechanic that can be replicated for future games. It is not only scalable, but flexible to evolve the content and the Sparks to keep it fresh with every edition.
Creating a new channel for a new audience
It all starts with our Sparks, who create the content through their eyes - from Gen Z to Gen Z. Content will be curated into 5 pillars, inspired by 5 product categories. Then we seed this content across social, our content production is channel agnostic so we can tailor for each market and capitalise on maximum reach: → Our influencers / Sparks are our paid media channels giving us access to Gen Z social feeds → Our 30 athletes amplify & re-post the content when they feature → TCCC and IOC organically share the content from owned social platforms. The content is curated in one place on Tokyo2020.org
