Phibious Vietnam scores global Coca-Cola World Cup campaign to air in 126 countries
Phibious Vietnam has created Coca-Cola’s FIFA World Cup films that are airing in over 126 countries. This is the first piece of global work to come out of the independent creative agency and Vietnam.
Produced by The Sweet Shop, the films were shot on location in Brazil, Thailand and Malaysia and tells the story of a young dynamic group of teens who, regardless of race, politics and socio-economic status, chase after their football on the roll, with the sole intention of saving it and getting back to their match. They experience some slightly surreal moments as their ball leads them on an amazing journey through the world. The result is hundreds of different colors, cultures and nationalities coming together to embrace their cultural diversity and share their passion for FIFA WC and Coca-Cola.
“Just like Coke’s campaign idea of ‘The World’s Cup’, the creation of the films was truly global with great minds coming together across Asia Pacific, Middle East, Africa, Russia, US and Brazil,” says Nicole Marold, Phibious’ Executive Director and Project Lead.
Leonardo O’Grady, ASEAN Director – Integrated Marketing & Communications, The Coca-Cola Company says, “There is an extraordinary magic when you combine Coca-Cola with FIFA WC – the two are infinitely inclusive and look beyond borders and walls in uniting communities. Even this campaign had a team made of people from all over the world including Vietnam, Argentina, USA, Ireland, Mexico, South Africa, Singapore and Greece. It is amazing to see the passion people feel for football and the unifying power that the love for the game has. Those are shared values with Coke and are at the heart of this film. A simple story that captures the infinite love teens have for the game and Coke’s role in fueling their chase of the ball as teens all over the world come together in pursuit of the game. It was a phenomenal experience to shoot this film, one I will never forget.”
“Taking on a campaign of such importance and scale was invigorating. There’s no greater feeling than being part of, literally, the world coming together. We’re so proud of this work as well as continuing to grow our partnership with Coca-Cola from local markets to regional and now the globe,” says Nicole.
“Working on this worldwide campaign was a fantastic experience. It was made even more special by the creative coming out of Vietnam, particularly for an event as big as FIFA WC and a brand as big as Coca-Cola. It was a fantastic collaboration from start to finish with many partners involved the world over,” say Claire Davidson, Executive Producer of The Sweet Shop, Asia + MENA.
Phibious created several versions and durations of the film, working with Coca-Cola country leads and tailoring cuts to specific market needs, but it’s the 60s that is being most widely used.
CREDITS
Executive Director & Project Lead: Nicole Marold
Creative Lead: Alberto Talegon
Creative Lead [Africa Scene]: Chris Catchpole
Project Manager: Uyen “Winnie” Tran
Production Company: The Sweet Shop
Director: Ben Quinn
DOP: Ryley Brown
Producer: Daniel Ho
Executive Producer: Claire Davidson
Co-Production: Green Go Films Brazil
Co-Production [Africa Scene]: Take Two Productions Malaysia
Director [Africa Scene]: Chuan Lim
DOP [Africa Scene]: Aaron Leong
Art Directors: War Waruttamangkoon – Bangkok
Gabriela Valverde – Brazil
Lee Tze Loong – Africa Scene
Casting Directors: Numtarn Chalermchat / Pla Wisetpanich – Bangkok
Rosa Fernandes – Brazil
Shaun Goonting – Africa Scene
Offline Artist: Adam Hussey @ Finito Bangkok
Online Compositor: Boat @ Finito Bangkok
VFX Supervisor: Paolo Moscatelli @ Finito Bangkok
Ben Conkey @ Finito Bangkok
Co-Sound Design / Remix: Pete Jones @ Pete Jones Music / UK
Co-Sound Design / Remix: Nick @ Zoom Vietnam
4 Comments
An idea that was severely overthought and badly undercooked.
Worst execution of type descriptions inserted to tell the audience something they should learn from the film . . . if this were a category, they’d take every bit of hardware, everywhere.
Unfortunate. Ham fisted for a great brand led by clever marketers, everywhere but in Vietnam apparently.
Great! And, Hurrah to all these folks participated in production especially the Vietnamese.
I teach international advertising and public relations at a university in Seoul, Korea.
This spot will be in my permanent “menu” for my class in the future – just like the “Hill Top”.
Love the simplicity of the story…could have done without the supers.
Dear Joining In and JJ
Yes, it would have been simpler and cleaner with supers. Everyone wanted that. But in testing, it wasn’t felt clear enough. Kids running around the world (there were multiple executions in this modular commercial) was a sweet idea. But we needed to make it completely obvious to absolutely everyone in over 130 countries worldwide, not just advertising purists who can work out an idea easily. Anecdotally, it was loved by the global Chairman of Coke so we’re not too upset! But I fully understand your comments and we battled hard for simplicity, I promise you. Still a well shot commercial I hope you’ll agree.