Wednesday, February 22, 2012

Coca-Cola Launches Move to the Beat London

Last week, Mark Ronson and Katy B unveiled a giant 25m wide, 10m tall new piece of urban art right in the center of London in the shadow of the Olympic Stadium. The artwork marks the launch of Coca-Cola's Move to the Beat campaign and their London Olympic sponsorship. It was created by Neil Edward, Hadley Ever and Smug, and is situated in Hackney, East London. The Beat Wall, as the piece of art is known, tells the story of how the sounds of sport and music were fused together by Mark Ronson with lyrics and vocals by Katy B, to create the official Coca-Cola song for the Olympic Games.

The song, Anywhere in the World, will provide the soundtrack for mobile and digital platforms and all Coca-Cola events during the games. The Beat Wall is the visual dramatisation of how Mark Ronson travelled the world searching for the inspiration to create it, while meeting young athletes and recording the sounds of their sport to use in the song. The campaign itself is Coca-Cola’s global campaign, focused on teens, to celebrate the beat of London 2012. The campaign ambition is to bring teens closer to the Olympic Games by encouraging their passion for music, and drawing inspiration from London’s musical heritage.

“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.”

The unveiling of the Beat Wall also marked the launch of the Beat Facebook app and the Move to the Beat television commercial. The Track the Beat app engages teens by encouraging them to ‘collect beats’ through Facebook to gain access to exclusive content and prizes. Teens will be able to discover the beats that feature in the Move to the Beat song, download wallpapers and screen savers of imagery from the wall. The Move to the Beat TV ad, which features the song, will be broadcast globally 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 athletes whose sounds form the beat of the track and whose images appear on the wall, are:
Darius Knight, 21, table tennis player from Great Britain
David Oliver, 29, 110m hurdler from the United States
Kseniya Vdovina, 24, 400m sprinter from Russia
Dayyan Jaffar, 17, archer from Singapore
Maria Espinoza, 23, taekwondo athlete from Mexico

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