The Coca-Cola Company invites the world to celebrate football as a force for social good. Through The World’s Cup campaign, Coca-Cola will create unrivaled access, participation, empowerment and conversation with the goal of delivering the most accessible and inclusive FIFA World Cup ever.
“The World’s Cup will be brought to life through a number of key elements:
- “One World, One Game” television and digital film;
- “Where Will Happiness Strike Next” documentary-style short films;
- The official music anthem for the Coca-Cola 2014 FIFA World Cup campaign;
- The Happiness Flag – a large photomosaic featuring fan faces and messages;
- FIFA World Cup Trophy Tour by Coca-Cola; and
- A uniquely Brazilian visual identity.
“Just as Brasil is everyone’s country and Coca-Cola is everyone’s drink, the FIFA World Cup is everyone’s cup,” says Joseph Tripodi, executive vice president and chief marketing and commercial officer. “Through The World’s Cup, Coca-Cola wants to celebrate real people playing football, demonstrating how the game is a force for a more inclusive and connected world.”
The “One World, One Game” television and digital film 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 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 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.
“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,” says Tripodi.
The World Is Ours is the official music anthem for the Coca-Cola 2014 FIFA World Cup campaign featuring vocals from Brazilian born David Correy and sounds from Monobloco – a Brazilian street band.
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, according to officials, 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.