Coke is going inclusive with "The World's Cup," the beverage brand's official 2014 FIFA World Cup campaign. Created via Wieden & Kennedy Sao Paulo, the centerpiece of the work is "One World, One Game," a film that will go live around the world Wednesday. The film invites young people from around the world to attend the cup. Those invited included people from an isolated community in the Amazon, to the city of Ramallah in Palestine, and those from the tsunami-ravaged area of Otsuchi in Japan.
The "One World" push also includes regional-specific films focusing Japan, Amazon, Romania and Palestine. The work was produced out of Stink and shot by a tag-team of global directors, with Ivan Zacharias as lead, Kosai Sekine in Japan, Josh Cole in Eastern Europe, Nacho Gayan in the Amazon and Norman Bates in Palestine.
Coke also has brought World Cup flavor to is ongoing "Where Will Happiness Strike Next" campaign with a series of documentary-style short films that feature unique groups of soccer lovers. They include a team of grannies that love football; a blind soccer player who is now part of the Brazil National Paralympics five-a-side soccer team; and an Argentine football player who has no arms. The latter was created out of agency David, Argentina.
Read more about the work on AdAge.com.