"The People's Cup" is a project that resulted in a 22-minute-long collaborative movie filmed around the world during the 2010 World Cup. It shows the excitement of fans in the 32 countries that took part in the tournament. In bars, homes and public squares.

Filmed by 32 people who are passionate about football and film, the movie shows another World Cup. Neither games nor players are seen. Not a single ball is seen striking the net. Even still, this is one of the most exciting football games ever filmed.

A team in Brazil looked for six leaders on the six continents via social networks. These leaders chose 32 people who are passionate about football and film, so they could be the film makers responsible for filming in their countries. After the first stage of the championship, the 16 people from the classifying countries were to choose 16 characters for the movie from their list of contacts. In addition, the entire team, as it was chosen, would begin work to create momentum for the project, promoting the movie in their country. This lasted three months.

The filmmakers were all recruited according to criteria defined by the brand. All the characters were in agreement with the idea behind the project. The result was 350 hours of raw footage, and it was from this material that "The People's Cup" was put together. A collaborative film to remind Brazilians of the true spirit of the World Cup. This network produced 32 film debuts around the world and the documentary reached more than 57 million people in 96 countries.