Most viral film of Coca-Cola Portugal ever:+ 750.000 YouTube Views68.500 Facebook shares15.600 Facebook commentsSpontaneous Media Cover reach € 1,180,000Media Investment € 50,000The association of Coca-Cola to Benfica increase from 1.8% (Q4 2009) to 13.4% (Q1 2012).

Inspired on the Coca-Cola Peruvian "wallet" video, days before a big derby, a lost wallet was left in the ticket office of a football club containing a ticket for the match and a rival support's membership card. Would people return it?With 8 cameras, in a 3 day shooting, and with total uncertainly about the final result, we decide to test honesty with a 'spicy' twist: football rivalry.And those who did return the wallet, were rewarded a ticket to the match. The film was screened in the stadium in a life feed to more than 60,000 people and the audience's reaction completed the story. We edited overnight and launch on the morning after the match.

After the worldwide launch of the "reasons to believe" campaign, our goal was to increase the return on sponsorship investment by using assets as a base for storytelling and as a Brand Love builder outside the stadium walls. The challenge was to use football’s engagement power to spread the campaign's idea. But, being football the most unreasonable of all phenomena, the question was: are there reasons to believe?