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In its largest marketing program yet, Atlanta-based The Coca-Cola Co. is inviting the world to celebrate football — commonly referred to as soccer in the United States — as a force for social good. Through its "The World's Cup" campaign, The Coca-Cola Co. will promote participation, empowerment and conversation surrounding the 2014 FIFA World Cup in Brazil with the goal of delivering the most accessible and inclusive international football championship event ever, the company says.
"The World's Cup" will be brought to life through a number of key elements including a "One World, One Game" TV spot and digital film; "Where Will Happiness Strike Next" documentary-style short films; an official music anthem and photomosaic Happiness Flag for the campaign; the FIFA World Cup Trophy Tour by Coca-Cola; as well as a Brazilian visual identity, the company says.
"Just as Brazil is everyone's country and Coca-Cola is everyone's drink, the FIFA World Cup is everyone's cup," said Joseph Tripodi, executive vice president and chief marketing and commercial officer of The Coca-Cola Co., in a statement. "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" TV spot and digital film was released across the globe on April 1 as 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 parts of the world whose players have overcome life's challenges through their love of the game. Coca-Cola surprised each team in the film with an invitation to Rio de Janeiro to see the preparations for the 2014 FIFA World Cup. The teams will have the honor of carrying their national teams’ flags onto the pitch at the Germany vs. Portugal game on June 16.
“Where Will Happiness Strike Next” documentary-style short films were captured during stops along the FIFA World Cup Trophy Tour following the last championship event. In these films, Coca-Cola shares 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,” Tripodi said in a statement. “Football is for everyone, regardless of geographical and social boundaries. That's why this year we are launching ‘The World's Cup.’”
The official music anthem for the Coca-Cola 2014 FIFA World Cup campaign is “The World Is Ours,” which features vocals from Brazilian-born David Correy and music from Brazilian street band Monobloco. As Correy travelled across the globe championing the song, local artists were encouraged to put their own spin on the track, giving it a truly global flavor, the company says.
For the campaign’s flag, Coca-Cola is giving fans from across the globe the chance to be part of the largest flag mosaic ever created and show how football brings together people from different backgrounds and beliefs. The Happiness Flag, which is constructed from photos and tweets submitted by fans from around the world, will be revealed on-pitch prior to the opening game on June 12.
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.
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, the company says. For the first time, the design was created in collaboration with a street artist, employing the unique style and talent of Brazilian artist Speto. The look 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, it says.
The Coca-Cola Co. 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.