BEIJING, August 21, 2008 – The Coca-Cola Company today announced plans for a celebration extravaganza focused on cultural unity during the final days of the Beijing 2008 Olympic Games.
Appearances by basketball superstars Yao Ming and LeBron James will headline the special event August 21 at the Coca-Cola Shuang Zone at “The Place,” which has been the epicenter of fan entertainment in Beijing since the Olympic Games began.On the following night, August 22, American performing artist Jes, Chinese visual artist Jiang Hua and Taiwanese singer-actor Will Pan will make an appearance.
The specially produced festivities at the Coca-Cola Shuang Zone begin at 7:00 p.m. “The Place,” Beijing’s popular public gathering spot, is located at No. 9 Guanghua Road, in Beijing’s Chao Yang District.
Yao and James, the Olympians from China and the United States, respectively, this year teamed up for a joint appearance in the global Coca-Cola television commercial “Unity” and also collaborated on the artistic design of a special “Unity Bottle,” in tribute to the world coming together for the Beijing 2008 Olympic Games.
Singer-songwriter Jes and graphic designer Jiang Hua collaborated early this year on the Coca-Cola “WE8” project, which creatively united visual artists from host country China with musicians from around the world to express the global connections embodied in the Beijing 2008 Olympic Games.
Pan, the popular American-born singer, rapper and actor, has been featured in advertising for Coca-Cola in Taiwan.
“Coca-Cola is inviting everyone to join this special night of cultural unity, which will celebrate the global connections made during the Beijing 2008 Olympic Games,” said David G. Brooks, general manager, 2008 Olympic Project Group, Coca-Cola (China) Beverages Ltd.“The exciting evening promises to be a crowning moment during the final days of this historic event.”
Yao & James:Ambassadors of Unity
Yao and James will share their recent experiences with the Shuang Zone audience and also present an autographed, two-meter version of their “Unity Bottle,” a symbol of global harmony and cultural collaboration.The players co-created the artwork for the Coca-Cola contour bottle using the online, interactive art suite “Design the World a Coke” (coca-cola.com/olympics).
The graphic elements on their Unity Bottle emphasize the positive aspects of the gathering of different cultures in Beijing:the sun as a symbol of the Olympic Games, shining brightly on each corner of the world; arms representing athletes from East and West competing and coming together; handprints representing “high fives of encouragement and teamwork”; legs “running toward success, with optimism, passion and perseverance”; and the blending of colors as a collaboration of different cultures and the sharing of the same hope – to meet at the Olympic Games and enjoy the celebration together.
The signed Unity Bottle will be auctioned on QQ.com with all proceeds going to The Yao Ming Foundation.The foundation, launched in June under the auspices of The Giving Back Fund, was established to help raise funds for and awareness of children’s wellness and welfare issues in China and the United States.
Jes & Jiang Hua:Artists of “Individual Perseverance”
Jes, who also is a music producer, reached No. 1 on Billboard’s Hot Dance Airplay chart in 2004 with the hit single, “As the Rush Comes.”
Among the songs she will perform August 22 is “Be It All,” which she composed as part of the Coca-Cola “WE8” project (coca-cola.com/we8), the cultural and artistic exchange inspired by the “Coke Side of Life” brand marketing platform.
For WE8, stylized aluminum contour bottle designs by leading Chinese visual artists were matched with original songs by some of the world’s most-progressive musicians, as interpretations of the ideas and passions that connect people.
Jes wrote “Be It All” based on the theme of “Individual Perseverance” and the accompanying Coca-Cola contour bottle design by artist Jiang Hua.
Based in Ningbo, China, Jiang is an internationally recognized designer, curator and teacher who focuses on the study of Chinese type design.His “Individual Perseverance” contour bottle design features a horizontal, stylized version of the Chinese characters for Coca-Cola and focuses on thoughts of happiness, youth, passion and desire.
Will Pan:“Red Around the World”
Will Pan, a popular male vocal in Greater China and Asia, will be the gold ambassador for the celebration night on Aug 21.He will also perform “Red Around the World,” the Coca-Cola Olympic hit song that climbed to the top of China’s music charts after its March 2008 release.Commissioned by Coca-Cola China to celebrate the Olympic Games and the Chinese people, the “Red Around the World” anthem has been heard throughout the host country during the Beijing 2008 Olympic Torch Relay, as well as during the Olympic Games.
The song this year has been performed in China by several leading music artists, including Pan.The versatile 28-year-old singer-actor, whose credits also include show host and music producer, recorded the hit song, “Have to Love,” and is well known for covering music by Korean artists.Born in the United States (in West Virginia), Pan moved to Taiwan at age seven.He attended California State Polytechnic University and retains dual citizenship in the United States and Taiwan.
Coca-Cola Shuang Zone at “The Place”
The Coca-Cola Shuang Zone at “The Place” is anchored by a 20-ton, 15-meter-high, LED Coca-Cola bottle – the largest and most advanced of its kind – positioned under the biggest LED sky-screen in Asia and complemented by additional, massive LED viewing screens.The arena setting features daily concerts, Olympic Games telecasts, interactive games, Olympic pin trading and a “perfect serve” of Coca-Cola (at a temperature of 3 C) for attraction visitors.Nightly parties star popular local artists and include some of the sights and sounds from the Coca-Cola “WE8” global art-and-music program.At 8:08 each evening, a celebrity-studded “Golden Moment Celebration” honors new Olympic Games medalists from China and rallies the audience into a “Red Around the World” sing-along.
The Shuang Zone also hosts live online broadcasts and on-site audience entertainment by Sohu Studio, China’s largest Internet portal; consumer photo opportunities with an authentic Olympic Torch; a “Style My Coke” booth for customizing bottles of Coca-Cola with labels themed to the Olympic Games; a hands-on Coca-Cola WE8 remix zone; and, periodically, the world’s largest interactive ping pong game.
Expressions of “Shuang”
The prevailing theme throughout Coca-Cola attractions in Beijing is one of “Shuang,” the Mandarin expression meaning complete physical, emotional and spiritual refreshment.Coca-Cola China nearly two years ago launched a nationwide marketing campaign that has delivered numerous “Shuang experiences” for residents and visitors in the host country of the Beijing 2008 Olympic Games.
The Coca-Cola Company
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 450 sparkling and still brands.Along with Coca-Cola, recognized as the world’s most-valuable brand, the Company’s portfolio includes 12 other billion-dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid and Georgia Coffee.Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees.Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of 1.5 billion servings a day.With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate.For more information about our Company, please visit our Web site at www.thecoca-colacompany.com.
|
