MEXICAN WAVE by J. Walter Thompson Sao Paulo for Coca-cola

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MEXICAN WAVE

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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 Sthefan Ko, Stefano De Luccia, Filipe Cuvero | Vinicius Montana | Rogerio Puhl
Copywriter Christian Fontana, Ricardo John, Andre Pallu, Fabio Leão Souza, Roberto Rezende
Photographer Gustavo Malheiros
Released May 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: COCA-COLA
Product/Service: COCA-COLA 2010 WORLD CUP
Agency: JWT BRAZIL
Date of First Appearance: May 16 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)
Art Director: Sthefan Ko (JWT)
Art Director: Stefano De Luccia (JWT)
Copywriter: Christian Fontana (JWT)
Copywriter: Fábio Leão (JWT)
Copywriter: André Pallu (JWT)
Photographer: Gustavo Malheiros
Account Director: Renata Máximo (JWT)
Account Team: Isabel Castro (JWT)
Account Team: Tiago Lima (JWT)
Account Team: Gabriela Lorenzetti (JWT)
Art Buyer: Renata Sayao/Cris Bertela (JWT)
Produccer: Fábio Sato/Flávio Colella (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)
Media placement: Outdoor - Subway Station - 15/may/2010

Insights, Strategy & the Idea
COCA-COLA in the World Cup year.
We needed to surprise people with an out-of-home piece.

Creative Execution
We created a 16-meter panel for COCA-COLA. That actually made a Mexican wave while people passed by.
The panel made the news and was commented even outside Brazil.

Results and Effectiveness
São Paulo and Rio de Janeiro subway stations.
People impacted / day 270,000
People impacted / 2 months 1,361,953