Ogilvy Sydney has launched a ten spot campaign promoting Copa Coca-Cola 2015, “a Coca-Cola-sponsored youth soccer tournament uniting talented teenagers from over sixty countries in support of teamwork and sportsmanship.”
The 45-second launch spot (featured above) introduces each teen ambassador as they receive a letter from Coca-Cola giving them a nickname describing their style of play and step out of their front doors right onto a soccer field. All of the spots were directed by award-winning filmmaker Marc Raymond Wilkins, with follow-ups documenting the stories of each individual ambassador. Profile spots were filmed on-location in Poland over the course of six days, incorporating text into the live action to help tell each individual’s story and describe their contribution to their team. The campaign is airing online globally on Copa Coca-Cola’s ambassador page and will culminate in a finale, which has yet to air.
“I love that soccer can eliminate boundaries and be a catalyst for growth, determination and collaboration,” Wilkins said, in a statement. “In that vein, I wanted to create profiles that were intimate, while at the same time universal in their message. Each of these teens is inspiring and authentic, so using a raw visual style rather than enhancing or finessing served to underscore the reality of their stories and the sense of humanity and common ground that drives the tournament.”
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