As the 14 day count down to the Special Olympics GB National Summer Games began yesterday the Coca-Cola Great Britain advertising space in Piccadilly Circus went live with a specially commissioned advertisement for the Special Olympics GB National Summer Games.
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“What a momentous occasion in our history and our 35 year partnership with Coca-Cola Great Britain,” said Karen Wallin, Chief Executive of Special Olympics GB. “We are so grateful to Coca-Cola for helping the abilities of our athletes to be displayed for all the world to see in such spectacular fashion. It is also an amazing way to celebrate our long standing partnership with Coca-Cola in Great Britain.”
The advertisement features 12 Special Olympics athletes who each represent one of the sports that make up the National Summer Games that will be kicking off in Bath on 28 August.
Niall Guite, Footballer, from Sheffield celebrated his 19th birthday yesterday and seeing the video and photographs of the Piccadilly ad certainly added to the occasion. “It was amazing to see the photographs,” said Niall. “I was at the photography session that Coke arranged in April, but I never dreamed that I would end up on a big screen in Piccadilly Circus. My team mates are not going to believe it. I enjoyed getting photographed – it was a lot of fun.”
The Piccadilly advertisement is just one element in the Coca-Cola GB campaign which aims to raise awareness of Special Olympics GB and build support for the National Summer Games. The iconic athlete images from a photoshoot with sports photographer Graham Hughes will be appearing on outdoor and print advertising across the country including regional bill poster sites, bus sides, at London Underground cross track digital sites as well as on Coca-Cola’s Facebook pages and national and regional print advertising in the run-up to the Games.
Commenting on the support that Coca-Cola Great Britain has given to Special Olympics GB Liz Lowe, Corporate Responsibility & Sustainability Manager said: “The National Games provide a terrific celebration milestone in our 35-year partnership and we’re putting an unprecedented level of marketing support behind it, helping the charity raise awareness of their Games this summer. Following on from the wave of enthusiasm the British public had for disability sport after the London 2012 Paralympics, we want to help Special Olympics GB achieve a fitting legacy of increased awareness and participation.”
The world-famous Piccadilly Circus site will continue to feature the ad and count down each day until the start of the Games on 28 August.
You can see a video of the ad on their Facebook page.
