THE BRIEF

The fact that the 2014 FIFA World Cup will be held in Brazil, the spiritual home of football, turned this event into what many have claimed to be the most important World Cup in history. As a main sponsor of the event for more than 30 years, Coca-Cola set up the challenge of showing that football is a uniting force to connect the 7 billion of us.

STRATEGY

The objective was to demonstrate that this World Cup would be the most inclusive one.

We knew our commutation should revolve around three key touch points: Brazil, one of the most diverse populations in the globe. Coca-Cola, the universal drink consumed across all continents; and football, the most democratic sport ever known.

IDEA

The idea was a simple as a letter. As a FIFA World Cup Sponsor for over 30 years, Coca-Cola decided to re-brand the event: The World’s Cup.

A film aired on TV stations from different markets and countries around the world, as well as online channels, depicting a series of intertwined stories. The film was a door that allowed our audience to access each of those stories in depth through a series of short-documentaries online.

A simple invitation turned into the biggest campaign ever done in the brand’s history for a World Cup, generating relevant content to share online through a series of short documentaries, and a film that was taken up in 77 countries, becoming trending topic in 32 of those countries.

- 40 million views of the film.

- 65 million unique impressions on launch day.

- 796 million mentions of Coca-Cola since the campaign launch.

But what’s more important, making an impact in a handful of unlikely football supporters and leaving a legacy in their communities for good.