The Move to the Beat campaign has been developed to bring teens closer to the London 2012 Olympic and Paralympic Games by fusing music and sport.
“We approached our London 2012 campaign in a bold new way in order to create stories that teens would love and that they would want to share,” said Jonathan Mildenhall, Vice President of Global Advertising Strategy and Content Excellence at The Coca-Cola Company. ” This wasn’t about shooting a television commercial. It was about inspiring teens to move and capturing the story from multiple angles and viewpoints in order to create pieces of film that could be spread across multiple media platforms.”
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