Sound Design: Move To The Beat

Coca-Cola launched its marketing campaign for the London 2012 Olympics

The campaign introducing British music producer Mark Ronson as the creative linchpin of a global effort called "Move to the Beat" that will bring together music, youth and sport.

Mr. Ronson has been travelling around the world, working closely with five athletes to record them in training and pick up sounds to use in the new track. The song, still unnamed, will be released in March 2012. The advertising agency SomeSuch & Co filmed the entire process as a documentary, this two-minute trailer will air on TV this week's on BRIT Music Awards.

Coke Olympics, 'Beat 2012 Documentary Trailer' from Somesuch & Co. on Vimeo.

Coke Olympics, 'Move To The Beat TVC' from Somesuch & Co. on Vimeo.

The Coca-Cola Move to the Beat campaign was officially launched at an exclusive media preview of the campaign concept against the backdrop of the Olympic Stadium. The Move to the Beat campaign is the latest initiative in Coca-Cola's 84 year association with the Olympic Games which dates back to the 1928 Amsterdam Olympic Games. This was the first making of Coca Cola to launch the campaign within the Olympic stadium:

Gustavo Guiotto's picture
Gustavo Guiotto

I'm an audio enthusiastic from Porto Alegre, Brazil. I've been working with audio since 2006. I'm a fan of sound design, film score and recording techniques. Follow me on twitter: @gustavoguiotto

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