Copa Coca-Cola

The Context
Copa Coca-Cola is a youth soccer tournament uniting over 1 million teens around the world, encouraging values such as team spirit, friendship and respect.

A global Coca-Cola piece of business, this was won by Ogilvy Australia in 2015 via the Sydney office. While being a league run by challenger markets across the world, it required a communications plan and content that spoke to the ethos of it in an on-going manner digitally (where these teens were active most).

Additionally, Copa Coca-Cola held an annual event where they selected 90-100 of the best teen footballers from these challenger markets to attend a training events in a key location (marking the key football tournaments). Part of our remit was to capture this event, telling the story of the brands and teens who attended across social media platforms in real-time.

The Work
The work consisted of a large execution annually where 100 kids from these leagues were selected (the best and brightest players) to attend a 5 day camp following the international football events, ie. World Cup.

We visited Berlin in 2015 and Paris in 2016 where we live filmed and tracked the progress of these teen.

We also used these 5 days to capture the next 365 pieces of content that would be shared in the following 12 months.

After this, we spent the following year (until the next activation) editing content, creating content, translating in 5 languages, posting, community management, managing (planning and flighting) the paid media and performance reporting.

This content (both the planned and live footage from the event) existed on Facebook, Instagram, Twitter, YouTube and Snapchat and was translated into 4 languages.

The creative platform was ‘Which Part will You Play’ - with archetypes chosen to tell the story of the determination and grit required to succeed on the pitch, as well as in real life. At camp, the teens who best brought these aspects to life were chosen to then be featured in the content for the following year.

The Role I Played
Ran and managed the project end-to-end for 2 years, with a team of 4 - including Social Strategist, Social Creative, Paid Media Manager and Account Managers. I was also the Creative Director on the content, attending the event in both locations of Berlin and Paris.

The Social Channels