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.
