| Coca-Cola's Move to the Beat Olympics campaign |
By: Rebecca Hubbard
|
Posted: Friday, February 17, 2012 3:10 pm
|
Katy B (left) and Mark Ronson (right) have worked together to produce this year's Olympic anthem
|
|
Mark Ronson and Katy B recently unveiled a giant urban artwork in the shadow of the Olympic Stadium, East London, to launch the Coca-Cola Move to the Beat™ campaign.
The Beat Wall tells the story of how the sounds of sport and music were fused together by GRAMMY award winning producer Mark Ronson, with lyrics and vocals provided by 2011 Mercury Music Prize nominee Katy B. Together they created the Coca-Cola anthem, Anywhere in the World (the anthem for the Coca-Cola Olympic Games campaign) which is part of Move to the Beat™, Coca-Cola’s global teen focused campaign that celebrates the beat of London 2012.
The ambition of Move to the Beat™ is to bring teens closer to the Olympic Games and to sport in general. Harnessing teens’ passion for music, and drawing inspiration from London’s musical heritage, the campaign fuses London music with Olympic sport to connect young people to London 2012.
The dramatic Beat Wall, an urban artwork painted by a collective of internationally acclaimed young artists, marks the launch of the Move to the Beat™ campaign. Situated in Hackney, East London, the 25 metre wide by 10 metre tall artwork was created by photorealists Neil Edward, Hadley Ever and Smug.
“Move to the Beat™ is all about getting teens excited about London 2012 by tapping into their passion for music and fusing it with sport,” said Mark Ronson. “The Beat Wall uses urban culture to excite and engage teens and is a really cool way of inspiring teens to get involved with the London 2012 Olympic Games.”
The Beat Wall is a visual dramatisation of the Move to the Beat™ campaign, portraying how Ronson travelled the world gaining inspiration for the anthem and meeting young athletes to record the sounds of their sport, before teaming up with chart-topper Katy B to provide the vocals.
The unveiling of the Beat Wall marks the launch of the Coca-Cola Track the Beat Facebook app and the Move to the Beat™ television commercial which launches across Europe and the globe to engage teens with the spirit of the London 2012 Olympic Games.
Track the Beat actively engages teens by encouraging them to ‘collect beats’ through Facebook to gain access to exclusive content and prizes. Teens using Track the Beat, available at www.facebook.com/coca-cola, will be able to discover the beats that feature in the Move to the Beat™ anthem, download wallpapers and screen savers of imagery from the wall, and will be given a preview to the Move to the Beat™ television commercial on Facebook ahead of its broadcast release.
Move to the Beat™ is brought to life through the television commercial which will be broadcast globally and features the anthem itself. Revealed online, the ad was filmed in front of a live festival-style audience of London teens and sees Mark Ronson and Katy B performing alongside some of the international athletes whose sporting sounds have been used to provide the beat of the track. The commercial will premiere in GB with a specially extended two-minute spot during the 2012 Brit Awards on Tuesday 21st February.
The creation of the song was also captured in a feature-length documentary, charting Mark Ronson’s journey around the globe to record the sounds of sport. A 30 minute edit of the documentary was broadcast on Channel 4 on Wednesday 15 February and will be available on 4OD later this spring.
The anthem will provide the soundtrack for mobile and digital platforms and Coca-Cola events during the London 2012 Olympic Games while also being available to buy as a single later this year.
“As the longest continuous supporter of the Olympic Games Movement, our ambition at Coca-Cola is to bring teens closer to the Games and to sport in general,” said Sanjay Guha, Marketing and Olympic Games Director for North West Europe & Nordics. “The Move to the Beat™ campaign is all about bringing the Olympic Games to life in a way that engages a teen audience, bringing the social side of the Olympic Games to teens everywhere by tapping into their passion for sport and music live online and providing access to fantastic content via Track the Beat.” |
|
Printer-friendly format
Use the following icons to post this article on social networking and bookmarking sites |
Login and voice your opinion!
|
Digg
Del.icio.us
Facebook
Reddit
Technorati
Newsvine
StumbleUpon
Google
Yahoo!
