Coco-Cola launches Olympic anthem
London, May 17, 2012
The anthem for the Coca-Cola London 2012 Olympic campaign, Anywhere in the World, has been globally launched today.
Available for purchase online, the exclusive track is the centerpiece of the brand’s ‘Move to the Beat’ campaign, a statement from the company said.
Move to the Beat is designed to bring teens closer to the Olympic Games and to sport in general by engaging them through a fusion of two global teen passions - sport and music.
Drawing inspiration from London’s musical heritage, the campaign combines London music with Olympic sport in an effort to connect young people to London 2012.
“The number one passion point for teens is music,” said Shay Drohan, senior vice president of sparkling beverages, The Coca-Cola Company. “Through Move to the Beat, Coca-Cola is inspiring teens around the world to move to the beat of London and come together in the biggest Olympic Games activation in our 84-year partnership.”
The creative process behind the production of the track has been brought to life in an hour-long documentary currently airing across the globe.
Mark Ronson traveled the world gaining inspiration for the song and meeting young athletes to record the sounds of their sport, before teaming up with UK chart-topper Katy B to provide the vocals.
The athletes whose sounds form the beat of the track are Maria Espinoza, taekwondo athlete from Mexico; Dayyan Jaffar, archer from Singapore; Darius Knight, table tennis player from Great Britain; David Oliver, 110m hurdler from the US; and KseniyaVdovina, 400m sprinter from Russia.
In this musical experiment, Ronson recorded the array of sounds that each athlete produced while participating in their sport.
He used innovative methods to capture the unique sounds of each individual sport, like cycling alongside hurdler David Oliver with a microphone to yield the sound that is produced at the precise moment his feet hit the ground.
“If someone had just sent me a hard disk of all these sounds of athletes, the track wouldn’t have been anywhere near as three-dimensional as it is because I needed those personal experiences with those athletes,” said Mark Ronson. “It’s just so important to be there to see these athletes and spend so much time around them and be in their environment to understand how to make this track.” – TradeArabia News Service
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