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Jul 19 2011

eConsultancy - Coca-Cola's 2012 'Future Flames' Win with SapientNitro Video-Creation Wizard


SapientNitro has launched an innovative new campaign that seeks to recruit young people to carry the Olympic Torch at the London Games in 2012. The resulting work allows those interested to create an instant video of themselves drawing from existing assets using a Nomination Wizard as part of Coca-Cola’s Future Flames campaign.

Nomination Wizard is a piece of movie-making magic, created by SapientNitro, that will take photographs and video from the user’s Facebook pages, web services or desktop folders and combine them with text, graphics, Google map references and edit dissolves and wipes to build a powerful and contemporary video nomination piece for the Coke Future Flames selection process.

Future Flames is all about identifying young people with a burning passion who deserve to carry the London 2012 Olympic Flame. Nomination Wizard will capture and amplify thousands of inspiring stories about young people across the UK through Coke’s Future Flames website (, Facebook and YouTube pages.

The technology democratises the content-creation process by making it simple for anyone to create a ‘pop promo’ style video of themselves using pictures, videos and words that already exist online. The result is a movie that will surprise and delight teens, as they see themselves presented to the world as never before – it’s 15Mb of fame in an instant.

Nomination Wizard represents the first time anyone has integrated a routine form with a video-creation experience.

Malcolm Poynton, chief creative officer Europe, SapientNitro said: “To enable every one of our teen audience the chance to look as cool as the media and tech savvy elite, we’ve deployed some pretty sophisticated technology to create the beautifully simple-to-use Nomination Wizard. Just point the Wizard at video or still assets and it magically does the rest, all except anoint you as a torch bearer that is – Coke’s judging panel will do that after the nominations close.”

An estimated 8,000 young people will take part in the Olympic Torch Relay, which begins in Land’s End on May 19th 2012 and travels the length of the UK before finishing in the Olympic Stadium of July 27th 2012. Coca-Cola is a presenting partner of the Olympic Torch Relay.

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