Take the happy route
mass x street… The visual identity system for Coca-Cola’s Brazil World Cup campaign was a collaborative effort between São Paulo street artist Speto and Leeds design studio BGO. The visual identity, part of the largest marketing program in the history of soft-drink giant, has come to life through a number of key elements including product packaging, out-of-home execution, point-of-sale execution, digital marketing, mobile, gaming, social, events, promotional products, equipment, etc. It has also extended to other areas of the campaign including; The Happiness Flag – the largest photomosaic ever created using fan faces (Speto designed the graphic representation on the flag), FIFA World CupTM Trophy Tour by Coca-Cola and the Where Will Happiness Strike Next documentary-style short films (togetherness logo graces the end slates to the films). Well executed with both expert mega brand precision and a welcoming and accessible attitude. Go Brasil…
