Coca-Cola Olympics. Built on History. Designed for Now.

A Legacy Reloaded

Coca-Cola has partnered with the Olympics since 1928, making it one of the longest-standing brand relationships in the world. But legacy alone wasn’t enough. For the Tokyo 2020 Games, the challenge was to take that deep-rooted heritage and make it feel urgent, fresh, and personal—especially to younger audiences who were engaging with the Games primarily through digital platforms. The goal: position Coca-Cola not just as a sponsor, but as a shared part of the Olympic story.

The Concept: Participation as the New Currency

We built the campaign around one powerful idea—transform spectators into participants. At its core was Points for Posts, a social rewards platform that invited fans to share Coca-Cola moments during the Olympics. Each post earned credits that could be redeemed for exclusive merchandise and immersive VR experiences. The more fans engaged, the more they gained, making Coca-Cola part of every personal win.

Creative Direction: A Legacy Reimagined

Visually, the campaign tapped into Coca-Cola’s Olympic archive. Vintage illustrations from the 1920s were reinterpreted in a bold red-and-white graphic system that lived across OOH, digital, packaging, and collectible items. The design was deliberately nostalgic but structurally modern—bridging past and present in a way that felt distinctive, cohesive, and built for multiple formats.

Messaging was direct, celebratory, and community-focused. Every creative element—headline, layout, motion—was crafted to make fans feel like they weren’t just watching the Games, they were part of them.

The Platform: From Moments to Movement

The Points for Posts app was the connective tissue behind it all. Designed to be intuitive and fast, it let users submit content, track rewards, and discover exclusive Olympic gear tied to their activity. In-venue kiosks became physical extensions of the digital experience—allowing fans to redeem points in real time while engaging with immersive branded environments. The system made sharing effortless and rewarding, fueling a campaign loop that expanded organically across social platforms and live events.

The Impact: More Than Sponsorship—Shared Ownership

The campaign shifted Coca-Cola’s role from advertiser to enabler. It not only increased engagement metrics and social reach but also deepened emotional resonance—positioning the brand as part of each fan’s personal Olympic memory. Fans didn’t just consume content; they created it, shared it, and felt rewarded for it. The result was a legacy brand that didn’t just look back—it moved forward.

Refreshing a Global Icon Through Experience

As Creative Director, I contributed to shaping the campaign’s concept, brand system, and experience strategy in collaboration with an incredibly talented team. Together, we defined a visual identity that honored Coca-Cola’s history while making space for new digital behaviors, and worked across tech, design, and production to ensure the brand felt unified and alive at every touchpoint. This project wasn’t about nostalgia—it was about turning a historic partnership into something fans could experience, share, and remember as their own.