In 2013, Brazil hosted the Confederations Cup, a warm up of the World Cup. And Coca-Cola wanted to use this tournament to bring out the Brazilian National Pride. But Coca-Cola isn’t a Sponsor of the Brazilian Team so we needed to find a way to show it’s support during the competition.

So we changed the iconic red over 300.000.000 cans turning the product of the brand into a tool to support their National Team. By changing the design of the packaging we entered into the stadiums with no need to spend money in sponsorship. In just few days Coca-Cola became the #1 associated brand with the event.

Director: Jones + Tino

Featured: Creativity/Creative Review/Folha de Sao Paulo/Globo