The Client

Coca Cola Hellenic Bottling Company S.A. is the world’s second-largest Coca-Cola anchor bottler. It is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.

The Opportunity

Coca Cola wanted to create a program with social, cultural and environmental dimensions, which would be integrated in the company’s overall Olympic sponsorship program and serve as their legacy in Athens, in commemoration of the Athens 2004 Olympic Games.

The Solution

Sprint designed the program titled “Olive Tree: The Tree of Athens” which was based on a timeless symbol, tied to the city of Athens and the Olympic Games, the olive tree.

The activities were divided in 3 axes (which were also the base for its development phases). Initially an olive tree sculpture of natural proportions was crafted from brass and copper. The participants had the opportunity to engrave their names on the leaves of the Olive Tree in real time, leaving their signature in the history of the Olympic Games in Athens. More than 5,000 visitors have participated to its creation.

The activities were addressed to the Greek and foreigner spectators of the Olympic Games, political figures, athletes and artists, who all were invited to participate in the program at the Olympic Sponsor’s park at Water Plaza.

After the completion of the project, the ¨Olive Tree¨ was donated to the Municipality of Athens and a copy was sent to the Olympic Museum in Lausanne, as a permanent exhibit and part of the history of the ATHENS 2004 Olympic Games. Finally, 5.000 real trees were donated to the Municipality of Athens, for planting in all seven districts of the city, and more so for the creation of a green and friendly city. The significance of the number of trees, 5000, was dedicated to the 5000 participants that engraved their names in the Olympic Games Olive Tree Sculpture. Also a symbolic tree planting was made at the ancient hill of Philopappou, with the presence of the Mayor of Athens and the participation of the students of three elementary schools.

The program was concluded during a ceremony where the Coca-Cola International President, offered a miniature copy of the tree to the Beijing Mayor on China’s Great Wall, celebrating the Coca-Cola Olympic sponsorship until 2020. Thus, the public had the opportunity to become the co-creator of an artwork that will remain in history as a remembrance of the return of the Olympic Games to their home nation.