In Episode 3 we meet James Williams – former General Manager and vice president of Tokyo 2020 Olympic and Paralympic Games at Coca Cola. Together we deep dive into the brand's Tokyo 2022 ‘I Belong Here’ campaign that celebrated inclusivity and diversity and resulted in a diverse group of placard bearers leading out the athlete delegations during the Opening Ceremony of the Olympic Games Tokyo 2020. We chat about the debate that surrounds purpose marketing. I Belong Here may have been purpose-led but it was also the brand’s most successful commercial Olympic campaign of all time. We discuss the challenges of producing a campaign during a global pandemic and how James navigated this tricky environment. He provides invaluable tips on how to get stakeholders on board with your idea by listening to their problems.