Hogarth reposted this
In celebration of Coca-Cola’s Olympics 2024 campaign ‘It’s magic when the world comes together’, Creative Review's Megan Williams talks to Coca-Cola's Islam ElDessouky and Angus George, ECD at Ogilvy UK, about the evolution of Coca-Cola's Olympic packaging over their 96 year relationship. “By the 2000s, we were incorporating more of the host country’s culture and visual language into our Coca-Cola can designs. You can see this in our beautifully ornate and somewhat futuristic design for the Olympic Games Beijing 2008. The can was gold and not only incorporated visual cues of the Olympic Games through animation, but also traditional Chinese calligraphy.” Islam ElDessouky, global VP of creative strategy and content, The Coca-Cola Company “Our design team went through numerous iterations, experimenting with different illustrations and placements to ensure the hug felt natural and visually appealing. We also wanted to make sure the cans worked both individually and as a pair, each telling part of the story. When you’re working with two of the world’s most recognisable pieces of brand design – the Coca-Cola script and the Olympic rings – you don’t take this task lightly. Not only do you want to respect the power of both brands, but you want to live up to the heritage that comes with them. And on top of that, the whole world is watching.” Angus George, ECD, Ogilvy UK ‘It’s magic when the world comes together’ was Developed by WPP Open X led by Ogilvy, and supported by EssenceMediacom, VML and Hogarth, the campaign celebrates the ‘Real Magic’ of human connection, inclusivity, cross-cultural connection and the collective power of sport to unify people and celebrate their differences. #borderlesscreativity #olympics2024
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