SAO PAULO, BRAZIL — The faces of football
fans from 207 countries made it onto the pitch at Arena de Sao Paulo before the
opening match of the 2014 FIFA World Cup as
The largest-ever, digitally produced Photomosaic® flag used more than 200,000 fan-submitted images to recreate a unique design by Brazilian street artist Speto in collaboration with Argentinian artist Tec. The flag was digitally produced by Robert Silvers, inventor of Photomosaic technology.
Formed of 192 printed nylon fabric panels, the flag was stitched together to deliver an epic, 3,015-square- meter piece of art covering almost the entirety of the playing surface.
“At the start of our campaign for the 2014
FIFA World Cup, ‘The World’s Cup’, we
set out to create the most inclusive and participatory FIFA World Cup ever,”
said Emmanuel Seuge, vice president, global alliances and ventures, The
who created the
Speto and Tec finished their canvas painting,
The digital version of the flag will live on www.happinessflag.com, where consumers can see an aerial shot of the flag and hover over the mosaic to explore the photos. Fans who submitted photos will receive a link to see exactly where they were on the flag -- and on the pitch -- and are encouraged to share their photo using #worldscup.
The Happiness Flag is part of Coke’s
largest-ever marketing campaign, “The World’s Cup,” which celebrates
the inclusive spirit shared by
FIFA World Cup Trophy Tour by
Coca-Cola, which traveled 92,000 miles around the world visiting 90 countries and giving more than 1 million fans the opportunity to experience the real FIFA World Cup trophy.
- A series of Where Will Happiness Strike Next? short films shot during the FIFA World Cup Trophy Tour, which capture the power of football to help people triumph over adversity. The films have been viewed more than 15 million times worldwide, to date.
global music anthem, “The World is Ours”
by David Correy featuring Monobloco takes inspiration from the sounds and
rhythms of Brazil. More than 32 local versions of the song have been recorded
around the world.
Coca-Colareleased a refreshed version with the help of American soul-singer Aloe Blacc for inclusion on the official FIFA World Cup album, One Love, One Rhythm.
uniquely Brazilian visual identity,
designed by Speto, which can be seen on
Coca-Colapackaging, equipment and point-of-sale materials in 175 countries.
- ‘One World, One Game,’ a global TV and digital film which tells the stories of four football teams from four different corners of the world who have each overcome challenges through their love of football. The teams will carry the national team flags onto the pitch for the Germany vs. Portugal match on June 16.
global digital platforms: 1) A partnership with Quiz Up, a trivia-based game and the fast-growing app for iOS and
Android covering 40 topics on football game and
Coca-Colahistory; and 2) A Coca-Colafan album in partnership with Panini, which has already seen 2.2 million users register for the game, with 146 million stickers traded worldwide.
“We set out on a journey to deliver
the largest and most inclusive marketing program in our history,” said Joe
Tripodi, Coke’s executive vice president and chief marketing and commercial officer.
“Through ‘The World’s Cup,’ we
brought Brazil to the world and now, wherever you live, whoever you support,
Watch the Films from ‘The World’s Cup’ Campaign
More On Journey
- Juicy New Look: Odwalla Sports New Packaging Graphics
Coca-ColaHistory Travels to the New London Office
- #CountdownToZero: How the ESPN College GameDay Crew Preps for Saturday
- Summertime Smiles: Readers Show Us How They #ShareaCoke
- One Ton at a Time: Coke Engages Brazil’s Communities in Post-FIFA World Cup Recycling Efforts