Coca-Cola’s century-long partnership with the Olympics set the stage, but the 2020 brief called for more than heritage. Guided by a new concept developed in creative leadership, the assignment reframed every spectator as an active storyteller. The answer: transform personal posts into official Olympic keepsakes, using social engagement as the connective tissue between brand and fan.

Creative direction unified the idea. Archival sports art from the 1920s was redrawn and expanded into a bold red-on-white system applied to out-of-home, digital, and collectible items across Latin America and the United States. Design, activation, and content pipelines were orchestrated to work as one living ecosystem, so every channel fed momentum back to the next.

Participation became the engine. Posting, liking, and sharing unlocked real-world rewards, proving that Coca-Cola isn’t only a sponsor on the sidelines but a catalyst embedded in every cheer, selfie, and victory lap.