Coca-Cola

Campaign for Coca-Cola
'What type of Football fan are you?"

360º Campaign

Concept
Art Direction
Design

This was a very exciting campaign to be part of — it was a great chance to create something fun and colorful for one of the world's major brands.

In this project, I'm revisiting and revising a campaign that I co-created just before the World Cup in Brazil. It was called "What type of Football fan are you?" and featured a humorous visual concept showcasing all the types of fans of Brazil's biggest passion.

The outcome was very fun and colorful!

Coca-Cola secured the naming rights for the Southern Brazilian football championship (which, by the way, is where I was born!). To promote it, we crafted a campaign that captured the diverse spectrum of football fans in the country.

Our approach involved creating a lineup of characters, each embodying various types and styles of Brazilian soccer enthusiasts. The goal? Embrace a democratic inclusion that welcomes everyone into the vibrant world of football fandom.
While the campaign primarily took place offline, we made a point to consistently incorporate a call to action guiding people to a website. There, they could engage in a test to discover which characteristics resonated with them the most.

In addition to traditional offline media such as newspapers and magazines, we aimed to extend the campaign into integral elements of the Coca-Cola universe. This meant bringing the vibrancy of the campaign to life on trucks, drink cans,packaging, and etc.

Agency: DCS

Illustration:
Andrey Gordeev

Team:
Alexandre Kazuo
Guilherme Possobon
Mauricio Oliveira
Eduardo Boldrini

Our approach involved creating a lineup of characters, each embodying various types and styles of Brazilian soccer enthusiasts. The goal? Embrace a democratic inclusion that welcomes everyone into the vibrant world of football fandom.

In the region where this campaign unfolded, two major soccer teams, Grêmio and Internacional, stood as fierce rivals. To intensify engagement, we designed personalized merchandise and displays strategically placed in front of the stadiums, encouraging people to interact even more with the campaign.