The 2008 Olympic Games in Beijing mark the 80th anniversary of superbrand Coca Cola's involvement with the competition, which began with a small Coke kiosk at the Amsterdam Games in 1928.
The success of the long-lasting partnership is due in part to Coca Cola's decision to stick with the games throughout the Great Depression and Second World War, on the assumption that the best way to market itself globally would be to sponsor a global competition.
The strategy continues with this latest TV campaign, a stylish, upbeat animation from Partizan directors Eric Lerner and Thomas Hilland. The live instrumentation of the exuberant and bouncy big band soundtrack nimbly supports the tale of plucky little birds from all corners of the earth who gather in Beijing to build their very own birds' nest stadium.
Coca Cola 'Birds' Nest Stadium' Wieden + Kennedy - Directed by Eric Lerner and Thomas Hilland
Soundtrack by Peter Challis and Marc Teitler
