30 September 2011
Newsdesk
Inspired by the sounds, spirit and culture of the host city of London, Coca-Cola today unveiled its global integrated campaign for the London 2012 Olympic Games, Move to the Beat – aligned with the vision to make London 2012 a Games to inspire the youth of the world.
The ambition of Move to the Beat is to bring teens closer to the Olympic Games and to sport in general. Harnessing teens’ passion for music, and drawing inspiration from London’s musical heritage, the campaign fuses London music with Olympic sport to connect young people to London 2012.
An uplifting anthem created by GRAMMY award-winning producer Mark Ronson and chart-topping vocalist Katy B fuses the sounds of Olympic sports with the beat of London music. Ronson travelled the world gaining inspiration for the track and meeting young athletes to record their sounds, which provide the beat of the song.
The creation of the song will be captured in a feature-length documentary, before being released as a single worldwide. It will provide the soundtrack for TV commercials, mobile and digital platforms and Coca-Cola events during the Olympic Games.
“I've been able to do something really unique, meeting these remarkable athletes and recording their sounds to use in this song. It's exciting to be working with Coca-Cola on the Move to the Beat campaign for London 2012,” said Ronson.
Athlete Ambassadors
Five young Olympic hopefuls will act as ambassadors for the Move to the Beat campaign. Each inspirational athlete was chosen because they embody the values of positivity and optimism that are at the heart of
Coca-Cola and the Olympic movement. The athletes supporting the campaign 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
Each athlete worked closely with Mark Ronson to provide the unique sounds of their sport for inclusion in the music anthem. The athletes will be featured in advertising, interactive digital and mobile apps with Coca-Cola following their journey up to, during and after the London 2012 Olympic Games.
