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Coca-Cola China celebrates the people behind the athletes in 2016 Olympics campaign

Coca-Cola China has launched an ad campaign in the run-up to the Olympics in Rio that celebrates the human element behind sporting success.

In the first of films executive creative directed by the APAC chairman of McCann, Prasoon Joshi, the agency’s lead creative on Coke, the soft drinks brand shows how it is friends and family who contribute to a “gold Moment”.

A second film highlights the people who stand by China’s Olympians in defeat and in victory, and asks “is gold just a medal?”

Richard Cotton, head of creative excellence at Coca-Cola China, said that the intention behind the campaign was to remind people that the Olympics “was not all about winning but also about human connections.”

The campaign will run on TV in China and on digital platforms. It will consist of three phases where ‘Gold Moments’ will also be amplified in digital, including one of the company’s largest ever social campaigns partnering SNS Qzone with more than 640 million users.

Credits

McCann Worldgroup:
Coca-Cola Asia Pacific Account Heads: Prasoon Joshi, Cia Hatzi
Executive Creative Director: Prasoon Joshi
Creative Directors: Akshay Kapnadak, Tomaz Mok, Jeremy Guo, Hesky Lu, Kris Yang, Lucky Yu
Account Management: Star Zhou, Sophia Guo
Creative Planning: Jitender Dabas, Jay Caplan
Agency Producer: Alison Lin
Music Composing and Piano Playing: Lang Lang
Orchestrating: Yilin Zhang
POV Film Director: Augusto Fraga
Cinematography: Sergi Gallardo
Production House: Cases Films
POV Anthem Film Director: Yujie Shen
Cinematography: Liang Zi, Shiping Su, Yunfeng Zhang
Production House: Mili Films, 16:9 Films

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