confederations cup
Beyond a visual identity, an invitation: “Together let’s color Brazil?”


As the official sponsor for both the FIFA Confederations Cup 2013™ and the 2014 FIFA World Cup™, Coca-Cola had the goal of increasing its brand presence during these two major events. Starting with the Confederations Cup, a graphic identity was needed to materialize the “Together let’s color Brazil” campaign in an inspiring way. It was a moment in which the entire nation was getting ready and preparing to host guests from all over the world.


We translated the concept across varying fronts. First, we colored Coca-Cola’s most iconic asset: the can. Then, using the ‘World’s Cup’ VIS as foundation, we developed a new visual identity and applied it across a range of outdoor advertising. Finally, we created special OOH interventions including the Tom Jobim International Airport’s baggage claim terminal and the Maracanã Station. The combination of all these applications materialized the formal invitation to the public: “Together let’s color Brazil?”.


Through a set of creative and unique expressions – that were visually aligned with the communications created for both the Confederations Cup and the “World’s Cup” VIS campaign – the project dressed the city and ensured impactful visibility as well strong brand presence for the Coca-Cola brand, the official sponsor of two of the most important events of 2014.







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Cria is a strategic consultancy focused on innovations that positively impact society. It helps organizations build and implement shared valued businesses, promote entrepreneurship and forecast future scenarios.