The video shows the crack Biro Biro playing alone with the ball, as Ronaldinho Gaúcho did back in 2005. The ball hits the post and perfectly returns to the player, who starts a series of spectacular plays.

The solution was to create a controversy about soccer to be discussed at those bars. In Brazil, everyone has an opinion on soccer.The debate we started capitalized on the longstanding Brazil-Argentina rivalry regarding “the best player in the world”. The debate usually centers around Pelé and Maradona.

Coke put an ironic spin on the debate by changing Pelé for Biro-Biro, a retired player best known for the marks he left on other players’ legs, rather than on football history.

We called Brazilians to vote in ballot boxes placed in almost every Brazilian bar. Each CC lid was worth one vote.We structured the campaign like a story with a start, middle and end. TV, radio, newspaper and internet were the massive channels used to explain the controversy. Besides that, Biro Biro was also present in bars, arenas, TV round table to get people involved in this football joke.

The campaign was an instant success with the target and broader public alike:Over 1 million votes in ballot boxes - with no direct reward, 13 spontaneous appearances in nationwide TV shows, 376 thousand single visits to the website. Over 1 million visits in the MSN tab.Over 250 thousand Youtube views.4,150 Google results.Over 300 blogs have posted on this campaign.Dozens of spontaneous newspaper and magazine articles .Biro-Biro has become a permanent pop culture figure in the soccer environment. In 2008 Coca-Cola continued to use Biro-Biro as its advertising model in a nationwide campaign.