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2014 FIFA World Cup Coca-Cola Visibility Campaign

  • Marcos Behrens

Using the tagline “gather everyone” this campaign explores images of people being united through Coca-Cola. This action took place in 10 different cities: Rio de Janeiro, São Paulo, Belo Horizonte, Porto Alegre, Curitiba, Manaus, Salvador, Cuiabá, Recife and Natal. It involved airports and main subways stations – such as Maracanã and Cardeal Arcoverde (Copacabana) in Rio and Itaquera/Corinthians in São Paulo – in all FIFA World Cup host-cities.​​​​​​​ Among the activations were complete dressing of baggage claims rooms and lobbies at airports, subway corridors using panels with pop-up, campaign motto blockletter and other interventions.

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