Olympikus Case study THE PEOPLE'S CUP by BOCA

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THE PEOPLE'S CUP

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Industry Sportswear, Athletic Footwear & Accessories
Media Case study
Market Brazil
Agency BOCA
Creative Director Eduardo Menezes
Art Director Francisco Bittencout, Gabriel Gama, Rodrigo Alves Pereira
Copywriter Everton Behenck
Account Supervisor Ana Paula Altenhofen
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: OLYMPIKUS
Product/Service: SPORTS MANUFACTURER
Agency: BOCA
Date of First Appearance: Oct 20 2010
Creative Director: Eduardo Menezes (BOCA)
Creative Planner: Everson Klein (BOCA)
Technology Planner: Marcelo Quinan (BOCA)
Copywriter: Everton Behenck (BOCA)
Art Director: Rodrigo Pereira, Gabriel Gama, Francisco Bittencout (BOCA)
Project Producer: Gabriel Rosemberg, Biah Werther, Frederico Ruas, Gabriela Tachini, Marcia Brione (BOCA)
Producer Supervisor: Luisa Bettio (BOCA)
Assistant Producer: Carol Abreu (BOCA)
Account Supervisor: Ana Paula Altenhofen (BOCA)
Assistant Account Supervisor: Juliana Bier (BOCA)
Executive Producer: Fernanda Borges (BOCA)
Assistant Executive Producer: Giordano Ferreira, Pedro Bergamaschi (BOCA)
Motion Director: Daniel Marvel (BOCA)
Motion Assistant: Renata Munaretto (BOCA)
PR Supervisor: Maíra Rolim, Bianca Martinez (BOCA)
PR Assistant: Maria Eduarda Barbosa, Natália Pegoraro (BOCA)
Technology Supervisor: Rafael Greiner, Daniela Araújo (BOCA)
Programmer: Everton Cunha, Fernando Nunes, Willian da Rocha (BOCA)
Director Journalist: Alexandre De Santi (Cartola Conteúdo)
Director Partner: Paulo Dytz (B Sound Thinking)
Media placement: 22 Minutes Documentary Movie - www.peoplescup.com - 20 October 2010
Media placement: 22 Minutes Documentary Movie TV - ESPN - 20 October 2010
Media placement: User Generated Content Using 350 Hours Of Documentary Footage - www.peoplescup.com/makeyourmovie - 20 October 2010
Media placement: 60's Trailer On TV - Globo Prime Time - 24 October 2010
Media placement: 60's Trailer Internet - Youtube Home Page - 21 October 2010
Media placement: 60's Trailer Cinema Rooms - Cinema Rooms - 22 October 2010
Media placement: 32 Press Kits - Personally Delivered - 20 October 2010
Media placement: 32 World Premieres - Every Each Nation - 19 October 2010
Media placement: Magazine Ads - Placar - 20 October 2010

Describe the campaign/entry
"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.

Describe how the campaign/entry was launched across each channel in the order of implementation
A movie trailer calling attention to the website was played in movie theaters and during prime time TV. Advertisements were published in specialized magazines. In the end, the movie was shown on ESPN prime time and rebroadcast four times. And so everyone could take part, anyone could enter the website and put together a movie of their own, using the 350 hours of raw footage.

Give some idea of how successful this campaign/entry was with both client and consumer
Even after Brazil was eliminated in the quarter finals, Brazilians kept showing interest on the Internet with great joy in relation to the event. The campaign achieved more than 57 million hits in Brazil and 96 other countries. The involvement of Brazilians with the event was made visible and the tournament's spirit of unity was clearly expressed, going beyond the simple expectation that the country's squad would come out the winner.