Coca-Cola
Content Community
2014 FIFA World Cup
To keep the brand’s conversation with its teenager audience always relevant, we created a content generation project that translated to the rest of the world the whole experience of living the World Cup for the first time.
All through the point of view of those who really should tell this story: young Brazilian teenagers themselves.
As one of the main sponsors of the World Cup, Coca-Cola produced several initiatives to generate Real Time content on its social networks. But in order to create really fresh content with an original point of view, we needed to show the real thing. We wanted the real deal.
That’s why we recruited a special team of 8 youngsters from different Rio peripheral communities, with different profiles and skills, all of them focused and already working on content creation. Photographers, journalists, videographers, artists, dancers, all influential and creatively active in their communities.
We called this content-squad Coca-Cola’s Conteúdo Coletivo (or Content Community for english readers).
Real Time
Social Content
This young group expressed a very particular vision for the World Cup experience coverage, generating a lot of great original content for Coca-Cola's social networks and the project's Tumblr. The ideas were created by them according to the most relevant conversation subjects and behaviours during each phase of the World Cup.
News Coverage with a fresh
point of view
More than an original content project, the Collective Content presented the work of these 8 young Brazilians to the world, reaching the spotlight on national and international news media. By the way, all video and photo content posted here was created and produced by Collective Content.
You can check all the content created by them during the 2014 Fifa World Cup here.
If you’re more of a video person, check’em all here.
My Contribution
Concept
Contributors
CCO: Dudu Camargo
Concept: Túlio Tavanieli, Ariel Gajardo, Duda Borelli, Fernanda Cardoso
Creative Director: Túlio Tavanielli
Art Director: Túlio Tavanielli, Tomás Lima, Mariana Lobo
Copywriter: Ingrid Coelho
Planner: Ariel Gajardo
Curatorship and Relationship: Fernanda Cardoso, Adriana Boghosian, Thaís Mara
Agency: Mutato (São Paulo)
Year: 2014