Coca-cola Promo, Case study FUCKERSON by J. Walter Thompson Sao Paulo

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Industry Soft Drinks, Sports Teams & Events
Media Promo & PR, Case study
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Roberto Fernandez David
Art Director Filipe Cuvero | Vinicius Montana | Rogerio Puhl
Copywriter Christian Fontana, Fabio Leão Souza
Released July 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: COCA-COLA
Product/Service: COCA-COLA 2010 WORLD CUP
Date of First Appearance: Jul 23 2010
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
President/Chief Creative Officer: Mario D’Andrea (JWT)
Creative Director: Roberto Fernandez (JWT)
Art Director: Filipe Cuvero (JWT)
Copywriter: Christian Fontana (JWT)
Copywriter: Fábio Leão (JWT)
Account Director: Renata Máximo (JWT)
Account Team: Isabel Castro (JWT)
Account Team: Tiago Lima (JWT)
Head of Media: Ezra Geld (JWT)
Media Director: David Ralitera (JWT)
Media Team: João Dabbur (JWT)
Media Team: Cristina Omura (JWT)
Head of Planning: Ken Fujioka (JWT)
Planner: Paulo Macari (JWT)
Planner: Joyce Moraes (JWT)
Planner: Marcelo Bazan (JWT)
Client Supervisor: Jonathan Lawlor/Luciana Feres/Ana Paula Castello Branco/Cristina Turnes/Gian Mar (Coca-Cola)
Production Company: MTV Brasil / Estricnina
Media placement: TV - MTV Brazil - 27/jul/2010

Insights, Strategy & the Idea
Communicate COCA-COLA's promotion "the Ball used in the Matches played by Brazil is Yours" to teens.

Creative Execution
We made an entire episode of Fudêncio (a kind of Brazilian Southpark) with the plot revolving around the COCA-COLA promotion.

Results and Effectiveness
The teens learned about the promotion naturally, without considering it "advertising".