Tag: Paris Olympics

China – In celebration of the Olympic Games Paris 2024, Coca-Cola has unveiled an immersive multi-platform campaign, ‘Embrace Differences, Win Together,’ designed to invite Chinese consumers to experience and celebrate the power of connection and unity.

Created in partnership with WPP Open X and led by Ogilvy, the Greater China Olympic-themed campaign features a series of short films, outdoor ads, and interactive online and offline activations that allow users to virtually embrace China’s top athletes. 

In July, Coca-Cola launched a global campaign highlighting sports’ power to unite and bridge cultures ahead of Paris 2024. In China, the campaign focused on “hugs,” featuring local videos of China’s top athletes’ pre- and post-game embraces.

During the Olympics, Coca-Cola captured real-time moments of athletes hugging and edited them into short videos for China Central Television’s (CCTV) “Coca-Cola Hug Moments” daily recaps. Concurrently, the highlights and achievements of Chinese athletes were shared in real-time through social media and outdoor posters.

These scenes capture the Olympic spirit, where athletes from diverse backgrounds unite in their shared passion and embrace their differences to achieve their dreams. The campaign uses the act of sharing a Coca-Cola as a symbol of breaking down barriers and fostering connections. Each embrace becomes an inspiring testament to the Olympic ethos.

To further boost engagement during the Olympics, Coca-Cola also introduced the “Embracing the Moment, Cheer for the Olympic Games” mini-program. This interactive feature lets users create custom photos with their favourite athletes, using their own images and a range of backgrounds, stickers, and clothing options. This experience connects users with athletes and the event, fuelling excitement as they support Chinese competitors in the Olympics.

In addition to online interactions, Coca-Cola’s “Embrace Differences, Win Together” campaign featured offline outdoor ads across major Chinese cities. From landmarks to bus stops, metro stations, and shopping malls, these ads invited consumers to celebrate diversity and explore new possibilities.

Coca-Cola’s campaign invites everyone to rediscover the beauty of connection at the Olympic Games—by clinking bottles and cans to cheer on athletes and sharing “hugs” to celebrate every unforgettable moment together.

Singapore – This year, as Singapore’s National Day and the Olympic Games coincide, Singtel has launched its annual National Day film, celebrating and supporting Team Singapore athletes who are set to compete in the prestigious sporting event in Paris.

Titled “Shining Bright From Singapore to Paris,” the 90-second film celebrates the Olympic journey of some of Singapore’s most promising athletes. It also highlights the three key ingredients they consider essential for success: speed, resilience, and tenacity.

Kitefoiler Maximilian Maeder shares his ambition to showcase Singapore’s speed and power as he makes his first Olympic appearance this year. Fencer Kiria Tikanah Abdul Rahman, who made history as the first female Singaporean to compete in the epee event, speaks about rising to the challenge to make her country proud. Shuttler Loh Kean Yew, who has earned a world championship title and three BWF World Tour wins, expresses his readiness to demonstrate their tenacity and strength on the world stage.

In the film, athletes prepare for the Paris Olympics with their coaches and teammates, training against the backdrop of iconic Singapore locations such as Marina Bay, Gardens by the Bay, and Henderson Waves at Telok Blangah Hill Park. 

The film is the latest addition to Singtel’s series of branded films embodying its group purpose, ‘Empower Every Generation’. This guiding principle directs every aspect of the business, enabling the power of technology to inspire and uplift communities.

Commenting on the campaign, Lian Pek, vice president of group strategic communications and brand at Singtel, said, “We understand these values all too well, which is why these athletes’ stories of endeavour speak to us at Singtel. As the leading provider of advanced connectivity, digital services, and digital infrastructure, speed and the resiliency of our networks, platforms, and services are crucial to our success and ambitions to serve our stakeholders, be they our customers or communities. Our athletes also remind us that we need tenacity and a little fire in the belly to go that extra mile. I’m sure Singapore’s Olympics story will resonate with anyone who’s ever dreamed of reaching beyond themselves.” 

Singtel has also been an official partner of SNOC since 2012 and was one of the earliest corporate sponsors of Team Singapore athletes. In 2023, the group renewed its sponsorship for the third time, pledging S$1.7 million over the next five years—its largest sports sponsorship to date. This funding is expected to support training grants for athletes and offset fees and expenses at major competitions.

Yuen Kuan Moon, Singtel Group CEO, shared, “As a long-time sponsor of the Singapore National Olympic Council (SNOC), we’ve been privileged to extend our unstinting support to Team Singapore as they’ve strived to represent the country in the world’s major games, putting Singapore on the global stage time and again. The road to the Olympics requires hard work, focus, and the determination to succeed, and these values resonate deeply with us at Singtel. We are proud to feature three of Singapore’s best athletes—Kean Yew, Maximilian, and Kiria—and we hope this will inspire a new generation of youth who dare to chase their dreams and have the work ethic to realise their full potential.” 

Singtel’s National Day film will premiere on Singtel TV and across its digital platforms. Individual videos featuring the athletes and highlighting the three essential values for success will be released in conjunction with their respective event dates, aiming to drum up community support.