London 2012 Olympic torch relay
HEART Design were briefed by Coca-Cola to create 5 vehicles for the London 2012 Olympic Games. Led by Joe Worden, the team identified the core delivery for each vehicle and set about creating vehicles that would ensure the Coca-Cola ‘Beat Fleet’ would lead the way in Olympic Torch Relay vehicles.
The team worked closely with the client to capture the essence of the brand, whilst delivering functional and practical vehicles. The process included initial sketches, followed by in depth renders and soon after the 5 vehicles were approved and ready for fabrication.
A last minute challenge tested the team more than ever with another Olympic brand confirming they had two vehicles of a similar design, which meant Coca-Cola needed alternatives…in one month. The team delivered two new bespoke vehicles, can you guess which ones these were?
Core elements with the design across all of the vehicles included:
- Specifically designed software for the two mini coopers that allowed consumers to play and interact with the Mark Ronson track in the custom fitted boot of the cars.
- Built-in fridges in vehicles for the product to be cooled to 4 degrees.
- The main truck design reflected the Coca-Cola bubble and dynamic ribbon, with a moulded rear hop on section for staff to interact with the crowd easily.
Due to the infrastructure in the UK, the decision was made to have a vehicle that maximized eye level engagement with consumers and increase sampling opportunities, rather than focus on a roof top
The team oversaw the manufacturing of the vehicles, ensuring the design concepts came to live as exact replicas of the 3D renders