THE CHEERING TRUCK by Del Campo Saatchi & Saatchi Buenos Aires for Coca-cola

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THE CHEERING TRUCK

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Industry Soft Drinks
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Case study
Market Argentina
Agency Del Campo Saatchi & Saatchi Buenos Aires
Released June 2012

Awards

Cannes Lions 2012
Outdoor Lions Transit Bronze

Credits & Description

Type of Entry: Ambient
Category: Transit
Title: THE CHEERING TRUCK
Advertiser/Client: COCA-COLA
Product/Service: COCA-COLA
Entrant Company: DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires, ARGENTINA
DM/Advertising Agency: DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires, ARGENTINA
Maxi Itzkoff/Mariano Serkin (Executive Creative Director)
Walter Onorato/Diego Duprat (Creative Director)
Nicolás Diaco (Copywriter)
Ezequiel De Luca (Art Director)
Nicolás Tosi/Oriana San Martín (Account Supervisor)
Alberto Velasco/Katzi Olivella/Diego Luis/Cristian Castellani/Martín Miguens (Advertiser's Supervisor)
Agency Sisomo Producer: Camilo Rojas/Lucas Delenikas/Leandro Puch (Producer)
Mariano Cafarelli (Account Manager)
Mariano Cafarelli (Account Manager)
Description of Ambient execution
Coca Cola is the official sponsor of the Argentine national football team. During Copa America's qualifying rounds, we wanted to create a campaign that was able to bring the passion of football to every single Argentine, while simultaneously supporting the national team.
To develop this idea, we built a very special truck: Coca-Cola’s The Cheering Truck, equipped with a professional recording studio and eighty speakers.
The Cheering Truck drove across the entire country (through 14 provinces) and recorded the cheers of Argentine fans. We brought the truck onto the field during a match to cheer on the national team with the voices of the entire country.
We recorded the cheers of 1,000,000 fans across the country.
The day of the match, the truck drove onto the field along with the cheers of all those Argentine fans.
In a stadium with a 50,000 person capacity, we fitted in 1,000,000 fans to cheer on the national team.
All the media were talking about this special truck.