Coca-Cola
2016 Olympic Torch Relay
As part of their sponsorship of the 2016 Olympics in Brazil, Coca-Cola had to promote the Torch Relay. They needed to communicate that anyone could be one of the bearers of the Olympic Torch.
So we casted an international star to get the attention of Brazilian teenagers: the famous Coca-Cola Polar Bear.
We transformed the Torch Relay into a Road Trip with the Coke Bear and his BFFs: Brazil's biggest digital influencers.
We not only engaged teens all over Brazil, but also got to the trending topics 8 times (2 global ones). The TV Spot launched the campaign - and with it, the Bear’s journey in Brazil started.
Soon after that, we launched another TVC to engage the public with our story to come.
The TVC gave a little glimpse of the trip:
The Road Trip Series
And on 6 episodes, every teen got to follow the Olympic torch with their idols:
BONUS
For them to get a cool, fully equipped ride, we got to made a "Lata Velha" (Brazil's version of Pimp My Ride) on one of the biggest TV shows in the country - working for the first time with a brand.
All the content and the Torch journey was displayed on a website that served as the project's hub:
My Contribution
Concept, Creative Direction
Contributors
CCO: Dudu Camargo
Executive Creative Director: Fernanda Guimarães
Creative Director: Beatriz Pascon, Wilson Júnior
Concept: Ana Paula Marques, Beatriz Pascon, Tomás Lima, Wilson Júnior
Art Director: Eduardo Figueiredo, Tomás Lima, Thiago Ehlke, Wilson Júnior
Copywriter: Ana Paula Marques, Beatriz Pascon
Bear TV Spot: Ogilvy (Rio)
Agency: Mutato (São Paulo)
Year: 2016