We had been working with the good folks at Coca-Cola for a number of years, helping them bring to life a number of their brands across sport and music events across Europe.
They asked us to help them with something a little bigger - the London 2012 Olympic Games Torch Relay. Or more specifically, a 66 day long tour across the country, inspiring everyone to Move to the Beat and participate in the magic of London 2012.
As primary sponsors of the Torch Relay, we helped Coke stage 50 events along the route of the Torch Relay, with artists including Dizzee Rascal, The Wanted, You Me At Six, Eliza Doolittle, Mark Ronson and Katy B performing at the events.
The tour culminated at an 80,000 capacity celebration concert in London’s Hyde Park the day before the opening ceremony.
I was in charge of ensuring their partnership was presented consistently and concisely across all channels as well as at the events.
