Coca-Cola Company and Olympic Games share a long history together. Being one of the first official sponsors of this sporting event 88 years ago, Coca-Cola is a part of the Olympics tradition. Needless to say, the marketing campaign around the Games is one of the most important global projects for the company this year.
I had the privilege of working with McCann Belgrade advertising agency for the local campaign on the series of original photographs depicting four prime athletes that will represent Serbia in different disciplines in Rio: Čaba Silađi (Swimming), Nikolina Moldovan (Kayak), Aleksandar Kukolj (Judo), and Bobana Veličković (Archery).
The creative challenge was to capture authentic series of single and group images in line with global art direction set by Guy Aroch and Nacco Richi. Over 60 photographs that were eventually selected for digital and ATL use came about during few busy days of shooting at several locations at the Ada Ciganlija Lake and Mile Gale Muškatirović public swimming pool (formerly known as 25th May). The results were snaps of dynamic, unpolished and real moments of relief, relaxation and joy athletes have for themselves over sips of Coca-Cola in between hard work and training for the Olympics. Images show the relatable, and foremost universal and human side of athletes during most intense period in their lives. The core idea of campaign is best summed up by Rodolfo Echeverria, Vice President of Global Creative at the Coca-Cola Company: “While the gold medal is an icon of sporting success, Coca-Cola believes that gold moments can happen far beyond the podium. They can happen every day and all around the world.”
Check out the selection of photographs below.