“Football is the world’s most played and loved sport. All you need is a few mates and a ball, and you’ve got a game… you don’t need fancy equipment or a stadium,” explains Guy Duncan, global creative director, Coke Trademark. “Brasil is one of the most exciting and vibrant countries on earth. And Coca-Cola is the world’s most-loved beverage brand. The ‘World’s Cup’ campaign celebrates the coming together of these ingredients and invites everyone, everywhere, to play a part in the 2014 FIFA World Cup.”
The “One World, One Game” television and digital film goes live across the globe today and is the brand’s invitation to the world to join “The World’s Cup”. The film, created in partnership with Wieden + Kennedy Sao Paulo, brings to life the stories of four football teams from four different corners of the world who have each overcome life’s challenges through their love of the game. The film sees the teams share their stories of the happiness that football brings them as Coca-Cola surprises each team with invitations to Rio de Janeiro, to see the preparations for the 2014 FIFA World Cup™. The teams’ experience will culminate in attending the tournament this summer, where they will have the honor of carrying the national team flags onto the pitch at Germany vs. Portugal on June 16th.
In a series of poignant, documentary-style, short films entitled Where Will Happiness Strike Next captured during stops along the FIFA World Cup™ Trophy Tour, Coca-Cola will share stories of passionate football fans that are using the game to help them triumph over adversity, in turn inspiring others to use the power of football to overcome difficulties. At each film’s climax, the stars are surprised by Coca-Cola and a special viewing of the FIFA World Cup™ Trophy.
“Coca-Cola prides itself on celebrating the power of football and the ability of the sport to bring the world together. Football is for everyone, regardless of geographical and social boundaries, that’s why this year we are launching 'The World’s Cup',” added Tripodi.
In an unprecedented move, Coca-Cola is giving fans from across the globe the chance to be part of the largest flag mosaic ever created and show the power of football to bring people from different backgrounds and beliefs together. The Happiness Flag – constructed from photos and tweets submitted by fans from around the world – will be seen on-pitch prior to the Opening Match of the 2014 FIFA World Cup™ in Sao Paulo on June 12th.
Underpinning the entire campaign is the longest ever FIFA World Cup™ Trophy Tour by Coca-Cola. Starting in September 2013 Coca-Cola has taken the FIFA World Cup™ Trophy on a journey spanning more than 92,000 miles and visiting 90 countries to encapsulate the true spirit of the campaign - that the FIFA World Cup™ really is “The World’s Cup”.
The visual identity for “The World’s Cup” campaign will be featured on all brand communication during the tournament and represents happiness, togetherness and celebration. For the first time, the design was created in collaboration with a street artist, employing the unique style and talent of Brazilian artist Speto. It features the color and characteristic designs of Brazilian street art with the faces of four young people from Brazil reproduced in Speto’s signature graphic style.
The Coca-Cola Company has had a long-standing relationship with FIFA since 1974 and has been an official sponsor of the FIFA World Cup™ since 1978. Coca-Cola has had stadium advertising at every FIFA World Cup™ since 1950 and is a long-time supporter of football at all levels.
Its quite interesting to the marketing communication battle to woo consumers between Coca-Cola and Pepsi as they both leverage on the up-coming 2014 FIFA World Cup. Having followed some of the ads, I give it to the US brand.
ReplyDeleteSince Coke is one of the tournament sponsors, I think they would surely have an edge to drive more attention. The Pepsi's soccer star ad is caughty too
ReplyDeleteInteresting....
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