Turning Coca-Cola’s fan campaign over to the athletes

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Coca-Cola’s “Fan Work Is Thirsty Work" campaign is all about celebrating the energy, rituals, and passion of Canadian sports fans. 

When SoaR was tapped to develop new creative for the campaign, we took a different route to the idea: starting with the athletes the fans are celebrating and working backwards from there. That idea led us to pro hockey athletes Seth Jarvis and Alex Carrier—both started with the same brief, but ended up with two different spots.

Jarvis’s spot is fast, silly, and built for short-form, bringing him together with the creator outfit Goodolcanadianboys to educate fans on celebrations and superstitions as he works his way back from an injury. 

Carrier’s French-language spot goes the other direction. It’s polished and heartfelt, bringing a documentary-esque feel to a made-for-social clip that traces his childhood dream of playing pro hockey all the way to the world’s largest stage. And somewhere along the way, he started cracking a Coke between periods, which made the creative feel just a little more refreshing.

The campaign spots debuted in early-October and are live on Instagram, YouTube, and TikTok.