Coca-cola: Coca-cola

Credits & Description:

Brand COCA-COLA
DAVID Buenos Aires, Argentina Entrant Company
DAVID Buenos Aires, Argentina Idea Creation
REBOLUCION Buenos Aires, Argentina Production
PORTAESTUDIO Buenos Aires, Argentina Additional Company
Joaquín Cubría DAVID CCO
Ignacio Ferioli DAVID CCO
Nicolás Vara DAVID Buenos Aires Creative Director
Ignacio Flotta DAVID Buenos Aires Creative Director
Emanuel Abeijón DAVID Buenos Aires Managing Director
Candela Camacho DAVID Buenos Aires Account Supervisor
Florencia Albizzati DAVID Buenos Aires Head of Production
Nicolás Núbile Rebolucion Director
Patricio Alvarez Casado Rebolucion Executive Producers
Ezequiel Ortiz Rebolucion Executive Producers
Marcelo D'Ovidio Rebolucion Producer
Ratio VFX Ratio VFX Post Production
Ahre Studio Ahre Studio Music
Guillermo Giménez y Brotons Coca-Cola Responsible for the client
Katzi Olivella Coca-Cola Responsible for the client
Sebastian Firpo. Coca-Cola Responsible for the client

Synopsis
In 1986, Argentina’s national football team, trained in Tilcara (2465 amsl) hoping to get used to the altitude they’d be facing in Mexico during the World Cup. They promised the town’s Virgin they would return with the trophy if they never went back breaking their promise.
Despite having the best players in the world, Argentina never won another World Cup. It’s been 32 years of what is popularly known as THE CURSE OF TILCARA.

Strategy
In Argentina, there has been an organic conversation for the past 32 years about the need to reunite the world champions of 1986 with the world cup to settle a debt with the Virgin of the town of Tilcara. Coca Cola as organizer of the World Trophy Tour, had an opportunity to make that meeting and return the hope to the Argentines to be able to win the world cup again.
Relevancy
32 years ago a myth was born, A myth that growth year after year, first among the people of the town of Tilcara, and then at national level. Every time a World Cup is approaching, this myth (or curse) goes through a period of boiling. At Coca-Cola we had the opportunity to get into all that bustle and use it to promote the Trophy Tour.
We made it possible for the people of Tilcara to reunite with the 86 champions and the trophy, and trough them we get to the whole country.

Outcome
The event was boradcasted live by the main national media outlets, such us a FOX SPORTS, ESPN, MARCA, Clarín, La Nación, TyC Sports, El Trece and Telefé, making $13MM in earned media.
And it made a whole town –and a whole country- happy. Or at least that’s what we hope.

Execution
To fulfill their promise, the 86’ World Cup champions needed to go back to Tilcara along with the World Cup Trohpy.
Coca-Cola made it possible thanks to the FIFA WORLD CUP TROPHY TOUR. We reunited a big part of the team and took it to Tilcara, the little town in northern Argentina, taking the local townspeople and the world by surprise.

Campaign Description
The whole country has been begging the champions to fulfull their promoise. So Coca-Cola made it possible reuniting the team and the FIFA WORLD CUP THOPHY in that remote little town.