Even sports giants progress slowly and experience many ups and downs on the journey to fulfilling their dreams. They often feel the supporters’ enthusiasm grow and shrink only according to their successes. This led Coca-Cola to form a new partnership with the Olympic Committee of Slovenia and launch the nation-wide #AlwaysSupport campaign. The campaign is designed as a movement that fosters the positive values of fandom and spreads the message of supporting the athletes permanently and unconditionally.
The meaningful, long-term campaign produced a local TV spot as part of the Eyes Closed global spot. It stresses the importance of having big dreams, so we told the tale through the eyes of former Olympian Jure Košir, Olympian Anja Klinar and rising star in Slovenian athletics Luka Janežič. We also designed a special can supporting the Slovenian Olympian spirit and embarked on a seven-city tour across Slovenia, where we collected well wishes for the Olympians facing their greatest challenge in Pyeongchang. The top 100 wishes were hung in the Slovenian House in the Olympian Village in South Korea, thus also supporting our athletes from afar. People could also send their well wishes via social media and later in SPAR stores across Slovenia.