04 Global Communications Campaign: Copa Coca-Cola.

Coca-Cola has been a proud sponsor of grassroots football for 25 years. What started in Zimbabwe in 1988 was formalized under Copa Coca-Cola in 1998, when it was first launched in Mexico. The aim of Copa Coca-Cola is to create the world's largest and most inclusive football grassroots program. The global initiative gives millions of young football fans the opportunity to come together and celebrate their passion for football. Its purpose is not only to encourage teens to lead a more active life through sport, but also to demonstrate that sport goes beyond games and means team spirit, camaraderie and respect.

Having premiered in Egypt, the TV spot supporting the campaign engages teens, and delivers the message: You give up everything for football. Now football will give back to you . It recognizes teens' passion and love for football and how they happily give their days and nights for it. It promises teens that football will give them back through Copa Coca-Cola - a platform that gives them the chance to live their passion for football, and recognizes them for it.

The Copa Coca-Cola communications campaign was led by Ogilvy & Mather Brazil and a multicultural team from Coca-Cola Eurasia Africa Group, Middle East and Atlanta. The TV spot's production work was carried out by Stink Productions, under the direction of Jones and Tino, and the post-production was done by The Mill/NY. The shoot took place in South Africa, at diverse sites across that country, as well as in S o Paulo, Brazil.

Our purpose with the campaign is to talk directly to those teenagers who relinquish their days and nights for football, who win or lose, do their best for their game and their team. Now they will have the chance to participate in the Copa Coca-Cola, a unique experience that brings together young people from all over the world and boasts a complete infrastructure , says Paco Conde, general creative director for Ogilvy & Mather.

Paco points out that the Copa Coca-Cola demonstrates Coca-Cola Company's long-term commitment to promoting Active Healthy Living in communities. It supports values that will accompany teens throughout their lives: The learning experience from working in a team and celebrating moments of happiness and optimism through sports are shared values which Coca-Cola considers essential, Paco stresses.

The campaign consists of film, print and digital media, besides the redesigning of the website and the global fan page of Copa Coca-Cola, and will be leveraged in 40+ markets globally.

Experience Everything for Football here: http://wdrv.it/KKAQSv

Credits for Copa Coca Cola

Everything For Football

Agency: Ogilvy Brasil

Chief Creative Officer: Anselmo Ramos

ECD: Paco Conde, Roberto Fernandez

AD: Guilherme Ginane, Lincoln Lopes, Ale Koston

CW: Paco Conde, Pedro Lenz, Felipe Machado

Global Head of Production: Veronica Beach

Agency Producer: Liz Graves

Account: Luis Carlos Franco, Ana Paula Perdig o, Gabriela Malta

Production company: Stink Productions (Sao Paulo, Brazil)

Executive Producers: Fernanda Curi, Cecilia Salguero

Directors: Jones & Tino

Editorial Company: Cut and Run/New York

Producer: Melati Pohan

Editor: Gary Knight

Assistant Editor: Stacy Peterson

Visual Effects Company: The Mill/NY

Set Supervisor: Pete Smith

Colorist: Fergus McCall

TK Producer: Heath Raymond

VFX Producer: Rachael Trillo

Production Assistant: Mandy Harris

Flame Lead: Leon Wood

Assists: Alex Dreiblatt, Jeff Butler, Rob Meade, Bruno de la Calva

Graphic Design: Daniel Chang

Music Company: Primal Scream Music

Creative Director/Music Producer: Nicole Dionne

Sound Design Company: Machine Head

Sound Designer: Stephen Dewey

Sound Mixing Company: Sonic Union

Sound Mixer: Mike Marinelli

Voice over casting director: Kirsten DeWolfe (Vancouver)

Voice over Talent: Sam Vincent

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LINK:	http://news.creativecow.net/story/874120...
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