FUCKERSON by J. Walter Thompson Sao Paulo for Coca-cola

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FUCKERSON

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Industry Soft Drinks, Sports Teams & Events
Media Promo & PR
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 Broadcast in a Promotional Campaign
Advertiser: COCA-COLA
Product/Service: BEVERAGE/SOCCER WORLD CUP
Agency: JWT BRAZIL
Date of First Appearance: Jul 23 2010
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
President | CCO: 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 (Coca-Cola)
Production Company: MTV Brasil / Estricnina
Media placement: TV - MTV Brazil - 27/jul/2010

Describe the objective of the promotion.
Communicate Coca-Cola's promotion "the Ball used in the Matches played by Brazil is Yours" for teens.

Describe how the promotion developed from concept to implementation.
We made an entire episode of Fudêncio (a kind of Brazilian Southpark) with the plot revolving around the Coca-Cola promotion.

Explain why the method of promotion was most relevant to the product or service.
Instead of doing a plan and simple merchandising that would be extremely boring for the audience; we managed to make a whole episode of the Brazilian Southpark “Fuckerson” with the Coke promo as central theme. So, the teenagers’ heroes naturally talked and lived the promo.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The teens learned about the promotion naturally, without considering it "advertising"..