Coca-Cola welcomes all to the World’s Cup with worldwide blitz via Wieden+Kennedy São Paulo

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In the lead-up to the FIFA World Cup Coca-Cola, via Wieden & Kennedy Sao Paulo, is taking the spirit of Brazil to over 16 countries such as Colombia, China, Spain, England and Japan to pass the message that everyone is welcome to the World’s Cup.

The action is inspired by the spirit of the Brazilians, considered to be one of the most creative, happiest and hospitable people on the planet.

“Welcome” will not only conquer the streets all over Brazil, it will also be scattered across more than 16 countries. The advertisements can be seen in countries such as Argentina, China, Colombia, Spain, Guatemala, India, England, Japan, Panama, among others.

To transform the idea into reality, nothing better than the Brazilians themselves invite soccer fans to come to the country to cheer for their teams. Throughout 2013, the brand was on the street with photographer George Bishop, registering ordinary Brazilians and celebrities in various corners of the country, such as Belém, Fortaleza, Porto Alegre, Rio de Janeiro and Sao Paulo, among other cities. Images of more than 300 people were captured.

Says Javier Meza, vice president of marketing for Coca-Cola Brazil: “The photos started arriving and we saw so much truth and emotion in the face of those Brazilians that we thought it wasn’t enough to show them only in Brazil. So, we decided to take the campaign worldwide. We wanted to give the Brazilians the possibility to take all the warmth of these people and so famous for their hospitality for the whole world to feel that this World Cup will be special.”

Says Hiltinho, a 16 year old dancer who won a recent competition of passinho on TV: “I could not believe it when I heard that an image of me would be spread around the world. It was exciting! Just as the World Cup will be in Brazil. I am very excited about the World Cup, I want to see people from around the world here in Brazil. Everyone is welcome!”

Hiltinho is one of the Brazilians who will feature in Coca-Cola ads in many countries inviting everyone to come to the 2014 FIFA World Cup in Brazil. 

In Brazil, the result of this work can be seen on billboards scattered across various cities and also on social networks, where each week new photos of these Brazilians will be posted.