Soft drink giant Coca-Cola has launched an extensive out-of-home (OOH) campaign to help drive attention and support for the ongoing Special Olympics in Berlin.

Developed in partnership with global agency Grey, the creative spotlights athletes participating in the Special Olympics – which enable intellectually disabled people to represent their nations at an elite level – through a range of striking portraits in key German locations.

‘Your Support Is Magic’ will run through to the end of the games on 25 June and will be supported by three hero TV ads featuring participating athletes, as well as partnerships, print, video-on-demand and social media executions.

“The athletes of the Special Olympics have big ambitions, like other athletes they dream bigger and support can make those dreams happen,” said Coca-Cola Europe strategy and creative marketing manager, Alessandra Francesca Rebecchi.

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“It’s so exciting to launch this campaign and give prominence to the incredible sportspeople competing in Berlin and promote a more exclusive sporting world for all.”

The campaign will specifically target famously dedicated German football fans, asking them to redirect some of their love for their favourite team towards the athletes competing at this year’s event.

Grey’s campaign comes off the back of a survey that showed that even though Germany is hosting the event, only 7% of Germans were aware of the event’s existence.

Grey chief creative officer for global accounts, Laura Visco added: “Being part of this campaign has been an absolute honour. Collaborating with these inspiring athletes and witnessing their stories first hand has been a profoundly humbling journey.

“I hope this campaign can serve as an inspiration, rallying others to actively advocate for the Special Olympics.”