Coca-cola: GOL OOOL by J. Walter Thompson Sao Paulo for Coca-cola

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Coca-cola: GOL OOOL

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Industry Soft Drinks
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 June 2011

Awards

Cannes Lions 2011
Media Lions Fast Moving Consumer Goods Silver

Credits & Description

Type of Entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser/Client: COCA-COLA
Product/Service: COCA-COLA 2010 WORLD CUP
Entrant Company: JWT BRAZIL São Paulo, BRAZIL
Advertising Agency: 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)
Account Team: Gabriela Lorenzetti (JWT)
Head Of Planning: Ken Fujioka (JWT)
Planner: Paulo Macari (JWT)
Planner: Joyce Moraes (JWT)
Planner: Marcelo Bazan (JWT)
Head Of Media: Ezra Geld (JWT)
Media Director: David Ralitera (JWT)
Media Team: João Dabbur (JWT)
Media Team: Cristina Omura (JWT)
Client Supervisor: Jonathan Lawlor/Luciana Feres/Ana Paula Castello Branco/Cristina Turnes/Gian Mar (Coca-Cola)

Results and Effectiveness:
We also placed the COCA-COLA song with the new goal cry among the Top 5 ad Top 20 of the major radio stations in Brazil; Knaan+Skank. Check out what some Brazilian fans started to sing in stadiums: Gol oô ôol
Creative Execution:
We made COCA-COLA become the proud owner of the most important moment in soccer.
This was only possible because we created a media that did not previously exist.
In all the games broadcast by one of the largest open TV networks in the country, the goal was celebrated with the COCA-COLA cry.
Insights, Strategy and the Idea:
We changed the way Brazil shouts goal.
Historically, it used to be: gooool
And now it is: Gol oô ôol.