#SportOnCreative is a podcast dedicated to helping us all create better sports campaigns.

Each episode features an expert discussing their favourite campaign: how they made it, what worked, what didn’t, and what we can learn from their experience.

In Episode 3 we meet James Williams – former General Manager and Vice President of the Tokyo 2020 Olympic and Paralympic Games at Coca Cola.

He reveals how the brand’s Tokyo 2020 ‘I Belong Here’ purpose-led campaign became their most commercially successful Olympic campaign ever.

We discuss the challenges of producing a campaign during a global pandemic and how James navigated this tricky environment. He also provides invaluable tips on how to get stakeholders on board with your idea by listening to their problems.

Here are our key takeaways from Episode 3:

Purpose must be authentic

“I think these days, consumers demand more. They will see through it if it’s not authentic. If you’re going to build purpose into your campaign you’ve got to come from the right place where you’re trying to make a difference. We wanted to promote diversity and inclusion on the biggest platform in the world because that’s the right thing to do. Because we need to be more inclusive as a society.”

Brands have a responsibility

“I think brands have a responsibility to do things that make a difference. If you’re going to be a brand that wants respected and loved, then you have to play your part.”

Building support for your idea

“If you listen to other people and the problems they’re trying to solve then you can get an understanding of how your idea might help them.”

A good idea makes everything easy

“I love the thing whenever you’re developing creative campaigns, you know you’ve got an idea that works because once you start putting down ideas, lots more can generate off the back of it and you can see how different parts different activations connect to it easily.”

Don’t panic

“If something goes a little bit wrong with your campaign you don’t need to kill it. You just have to rethink it and tweak it. There are loads of campaigns out there that suddenly die and I think why did you do that?”


Want to learn more about how to win @ purpose-led campaigns? Listen to #SportOnCreative Episode 3 now.

For more campaign insights you can watch the show here or listen to the podcast on Spotify, Apple, Google or Amazon

To contact #SportOnCreative emailmatthew.weiner@redtorch.sport or call 07802 512 723. 

Redtorch is an award-winning research, digital and creative agency trusted by the biggest names in world sport.